oa Journal of Marketing - What is the DNA of a great radio commercial? : radio ads

Volume 2010, Issue 06
  • ISSN : 1811-9565



"The great majority of radio ads do not even get heard, let alone get remembered," says Culverwell, who doubles up as a member of the MTN Radio Awards judging panel, and has 35 years of sound production under his belt. "The thing about radio is that we're always doing something else whilst listening to radio - like driving to work." That makes the task of the advertiser, creative and radio spot producer even more challenging, beyond the obvious of stating that radio only has sound with which to grab the consumer, as opposed to the likes of television and print advertising that benefit from the use of images. Never mind the fact that the listener is spoilt for choice, with nearly 150 national, regional and community radio stations in South Africa.

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