Creativecom

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In our 20+ years in radio advertising, we've heard these comments a few times. But we've always found it hard to believe that a medium which reaches just about everybody - "wouldn't work." After all, most people spend hours with the radio every day. For most of us, it's our first and fastest source of news, weather, and entertainment. Across the dial and on most every station, radio commercials abound. They must be working for somebody. And if they can work for somebody, they should be able to work for anybody. The thing is, advertising is an inexact science. It's impossible to guarantee success and remain ethical. Because, quite honestly, it's somewhat of a gamble. There are, however, steps that we can take to improve your odds of success. Certain elements which, if they're present, can increase the likelihood of a successful campaign and decrease the likelihood of "I tried radio but it didn't work." We call these the...

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