January 14, 2011
Radio Advertising Ideas
Radio advertising, at its most basic level, is getting the right message to the right people at the right cost (some would add right place and time). But this is an oversimplification. What is the "right" message to use in your radio advertising? What is the "right cost" to pay for your radio airtime?
The devil is in the details. There are no easy answers. But there is one core them that comes up again and again: ideas.
The knee jerk reaction for many outside of the radio advertising world is to think the best radio ads are ones that sound like ads they've heard before. This is the curse of familiarity. What is familiar does not catch attention. The familiar is the bane of good radio advertising. And a few other things.
Yet being too different is also ineffective. The totally unfamiliar does not register, at least not in predictable ways. Relevance matters, too.
The essential ingredient in the process of creating good radio commercials - as well as the most challenging one - is new radio advertising ideas.
Where do good radio advertising ideas come from? We will discuss that and more in upcoming posts. Meantime, please weigh in with your thoughts - do you agree that ideas are the lifeblood of good radio advertising? Or does your experience lead you to a different conclusion?
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Predictably Irrational: The Hidden Forces that Shape Our Decisions, Dan Ariely
Outliers: The Story of Success, Malcolm Gladwell
Made to Stick, Heath & Heath
The Power of Persuasion, Robert Levine
Influence: Science & Practice, Cialdini
Words That Work, Frank Lutz
My Life in Advertising and Scientific Advertising, Claude C. Hopkins
Or Your Money Back, Alvin Eicoff
Being Direct, Lester Wunderman