June 04, 2007
Creativity in Radio Ads: A Common Trap
There are a number of traps you can fall into when creating a radio ad. One of them occurs when you try to "get creative". Radio ads are often referred to as "creative". Making a radio ad - the act of copywriting, production and editing - is often referred to as "creative development".
Sometimes people think that the goal is to be as creative as possible. But that's a misunderstanding of the process.
All elements of "creativity" must have a purpose that supports the goal(s) of the ad - the message, the distinction, the offer. Purposeless creativity may win awards but it won't sell your product. Sometimes this happens when you think a good radio is one that sounds like a radio ad. Other times it's an over-emphasis on "different" for the sake of being different. The truth is that there are some fundamentals aspects that pertain to all great radio ads. And often simple and straightforward is better. You learn these aspects over years and years of scientific testing - gathering and analyzing testing results. You learn which aspects of creativity are relevant to a specific product or service via the initial testing phase of that campaign. Together, these insights put you on course to profitability as quickly as possible.
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