The First Rule of Radio Advertising, the one that most radio creatives understand, is that you need to start with a core message in order to have an effective radio ad.
Most people believe that something will eventually come along and DO RADIO IN
Why bother with INTEREST at all then? Why not skip directly to DESIRE? Because in reality… Creating INTEREST will cast a wider net. You have to be much more specific with the target to create DESIRE. The BENEFIT of saving on gas appeals to everyone. The RESULT of feeling young again only appeals to people who feel old. The RESULT of a more enjoyable commute only appeals to people who hate their drive to work
Here is another example…the first client to use a “Deal or No Deal” parody ad got noticed for being on the edge of a new trend. The 20th client to use a “Deal or No Deal” parody ad looked lame and tired
In the real world of radio where time is a commodity…we need to focus on the big clients who are on the air year round
Putting together a great radio ad campaign takes time BUT…your creative department doesn’t have enough time to build a spec campaign for all your new leads.
The creative process is a relay race ran by sales, creative and production. If sales falters in the first leg of the race, it’s very difficult for the rest of the team to catch up