John Calvert is Managing Director of Airforce: One of the UK’s most prominent names in Radio Commercial Production. Here he reveals how your business may inadvertantly be throwing thousands of pounds down the drain by adopting poorly-constructed Radio Adverts.
(see Guest Author section for biography)
With revenues approaching the £600 million mark, Radio Advertising is proving to be an extremely popular advertising medium. However, not all the businesses who advertise on the radio will enjoy success with the medium. This could be down to a number of reasons, however a key point in the failure of a radio advertising campaign may well be down to the commercial itself.
Businesses often pay handsomely to broadcast their radio commercials. However, many commercials are inadvertently sending out the wrong messages. The result ? Confused and irritated listeners. For the advertisers: Vast amounts of money wasted.
In times when local and regional radio advertisers need to make every second (and penny) count in their radio advertising, it is vital we get back to basics and indentify the small things that could cause radio advertisers big problems.
Communication is all about creating the right response in the mind of the radio listener, so here are a few of the things that can make a radio advertising campaign fail.
