Let’s face it; traditional media is here to stay. TV will always be part of our daily lives. It’s the wind down medium in the evening and the escapism of the daily grind. Out of home will always form part of the urban and rural landscape, it’s not going anywhere. And radio – the news jingle will always get us to reach for the volume button, our favourite song gets us singing along and we associate and empathise with DJ’s.
Radio has strong and enviable offerings: reach, immediacy, frequency, geographic targeting, daypart targeting, language targeting. Turnaround time is fast and production can be relatively inexpensive.
So how do marketers get the most out of their radio campaign? Making radio work for your company requires strategy, skilled media buying and engaging creative. But what makes a radio ad engaging?
The creative and media strategy process starts with a clear understanding of your brand, your audience and
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