Creative


Effective radio ads begin with great creative. It is the creative that engages the imagination, generates ‘theatre of the mind’ and enhances the audio experience for the listener. The audience becomes involved in the advertising message. The listener’s ability to create a visual scene based on sound and voice adds to the personal connection radio already elicits through its on-air personalities.

This is a key component to the power of radio.

Our RadioGAUGE research sheds some light on the creative process and recommends the five most effective radio advertising features:

  • Established creative route
  • Music link with television
  • Music consistent across radio ads
  • Established sonic brand device
  • Voice link with television

More on this subject can be viewed here Three Golden Rules for a Great Radio Ad

Sample some great creative below:

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