Radio's future can be even better than its past. Making Waves, the new book by Mark Ramsey, can help any broadcaster navigate a world of endless competition. An action plan for the future plus expert advice from Seth Godin, Douglas Rushkoff, Joe Jaffe, and many more. Read the Dumb Questions about Radio Advertising
1. What makes a radio ad effective? That is, what makes a radio ad move products or services?
2. Do we care whether we air effective ads? Or are we simply interested in tonnage?
3. Do stations measure the effectiveness of advertiser campaigns?
4. Could we convince more advertisers to use radio more often if we were able to demonstrate how it works for their peers on a more than anecdotal basis?
5. Why do so many advertisers view Radio advertising as ideal for promotion but not so ideal for brand-building?
6. Why do so few Radio spots attempt to create mental pictures, given that pictures are certainly worth a thousand words?
7. Why do the Radio Mercury Awards reward creativity - but not results?
8. Why does the Radio Advertising Bureau website contain lots of stuff about how to sell harder - but very little that I can find about how to make the spots we sell more effective?
These are things I don't know the answer to.
In fact, they're things nobody in our industry might know the answer to.
And that's a scary prospect.
If you have the answers, please share them with me.
TrackBack
TrackBack URL for this entry:
https://www.typepad.com/services/trackback/6a00d834518c6c69e200d834567d0769e2
Listed below are links to weblogs that reference Dumb Questions about Radio Advertising:
» How to Improve Your Radio Ads from Branding Blog
This post [Radio Marketing Nexus: Dumb Questions about Radio Advertising] got me thinking about radio ads. I've written thousands of them. Really. To be honest, most of them were bad. Most were about transactional business, full of hype and sounded [Read More]
» How to Improve Your Radio Ads from Business Opportunities Weblog
For some small businesses, radio can be the most powerful, cost-effective way to reach broad numbers of potential customers. Dave Young's post today in the Branding Blog about avoiding hype in your radio ads offers some good tips to keep... [Read More]