Effective Radio Advertising

320 Pages·1998·0.7 MB·English

by  Elizabeth Brody

title: Effective Radio Advertising
Weinberger, Marc G.; Campbell, Leland.;
author:
Brody, Beth.
publisher: Lexington Books
isbn10 | asin: 0669250031
print isbn13: 9780669250039
ebook isbn13: 9780585119625
language: English
subject Radio advertising--United States.
publication date: 1994
lcc: HF6146.R3W43 1994eb
ddc: 659.14/2
subject: Radio advertising--United States.
Effective Radio Advertising
Commercials on Compact Disc
Advertiser Commercial Name
1. Chevrolet Camaro: Yes, Yes, Yes
2. AT&T: Everything You Taught
Me
3. RisCassi & Davis Law Firm: Why Advertise?
4. Lo Jack Stolen Vehicle Recovery Nick Bell
System:
5. KNBC TV: I Bought a Gun
6. Thieves Market: Closet
7. Thieves Market: Sale that Cried Wolf
8. Thieves Market: Strike
9. Thieves Market: Herb
10. L.A. Gear: Adventures of a Single
Girl
11. L.A. Gear: Diary of a Single Girl
12. Alpine Car Stereos: Clapton
13. P.E.I. Potatoes: CODCO
14. Listerine: Polka
15. Dixie Value Mall: Professor
16. Freixenet: Refrigeratorologist
17. Freixenet: Pronunciation
18. Freixenet: Another Name
19. Freixenet: How to Crash a Party
20. Sting: Something New
21. Molson: Comedy
22. Molson: Notice
23. Molson: Designated Driver
24. Molson: Border
25. Fromageries Bel Cheese: Craving
26. Fromageries Bel Cheese: Valley Girl 1
Page i
Effective Radio Advertising
Marc G. Weinberger
Leland Campbell
Beth Brody
LEXINGTON BOOKS
An Imprint of Macmillan, Inc.
NEW YORK
Maxwell Macmillan Canada
TORONTO
Maxwell Macmillan International
NEW YORK OXFORD SINGAPORE SYDNEY
Page ii
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Library of Congress Cataloging-in-Publication Data
Weinberger, Marc G.
Effective radio advertising / Marc G. Weinberger, Leland Campbell,
Beth Brody.
p. cm.
ISBN 0-669-25003-1
1. Radio advertising United States. I. Campbell, Leland.
II. Brody, Beth. III. Title.
HF6146.R3W43 1994
659. 14'2 dc20 94-25058
CIP
Copyright © 1994 by Lexington Books
An Imprint of Macmillan, Inc.
All rights reserved. No part of this book may be reproduced or
transmitted in any form or by any means, electronic or mechanical,
including photocopying, recording, or by any information storage and
retrieval system, without permission in writing from the Publisher.
Lexington Books
An Imprint of Macmillan, Inc.
866 Third Avenue, New York, N.Y. 10022
Maxwell Macmillan Canada, Inc.
1200 Eglinton Avenue East
Suite 200
Don Mills, Ontario M3C 3N1
Macmillan, Inc. is part of the Maxwell Communication
Group of Companies.
Printed in the United States of America
printing number
1 2 3 4 5 6 7 8 9 10
Page iii
Contents
Foreword v
Preface vii
1 1
Radio: Its Golden Past and Glowing Future
2 15
Radio: A Uniquely Powerful Medium
3 37
Putting Radio in Your Plan
4 61
Getting Specific: Finding Patterns in the Sand
5 81
Anatomy of a Good Commercial for High-Risk Tools
White Cell Products
6 101
Anatomy of a Good Commercial for High-Risk Toys Red
Cell Products
7 113
Anatomy of a Good Commercial for Low-Risk Tools Blue
Cell Products
8 127
Anatomy of a Good Commercial for Low-Risk Treats
Yellow Cell Products
9 143
Epilogue
Appendix A 147
Radio Recall Research, Inc. Method and Response
Measures
Appendix B 151
Coded Commercial Features Used
Appendix C 155
Correlations Among Measures
Appendix D 157
Classification Rates from Discriminant Analysis
References 161
Index 167
About the Authors 175
Page v
Foreword
During the more than forty years that I've been selling radio
advertising, I've watched it develop into a versatile and sophisticated
advertising medium. Today, each radio station has its own unique
personality that can make advertisers' cash registers sing and agency
creatives win highly esteemed awards. Radio is the medium that is
with us when we wake up in the morning, go for a jog, commute to
and from our jobs, work at our desks, and cook our evening meals. In
fact, the average radio listener spends nearly three-and-a-half hours
each week-day and five hours each weekend listening to the radio.
Yet despite radio's effectiveness and popularity, this powerful medium
is still underutilized by much of the advertising community.
I believe that Effective Radio Advertising will greatly benefit the radio
advertising community because it demonstrates through well-thought-
out and documented research what makes successful, effective radio
commercials. With targeted, creative radio copy, advertisers and their
agencies can rise above the din to communicate effectively with their
audience. Radio has always been the medium that gets the best results
for its advertisers. Because of its unique ability to reach the right
listeners with the right message, radio even survived the onslaught of
Page vi
television and cable. But for radio to continue to expand and to
continue to effectively reach consumers, we must always be searching
for new, creative ways to advertise products on radio. I welcome this
book because the creative concepts discussed throughout are vital to
the continued success of radio advertising.
For advertising agencies and their client advertisers to truly
understand the meaning of radio, they must start at the beginning-with
clear creative concepts that can be turned into masterpieces of sound.
This book details how an advertiser can create both successful ads and
successful campaigns. In the same way that long-standing, award-
winning campaigns such as those for Molson Ale or Laughing Cow
Cheeses have helped to promote excellence in radio creativity and
caused agencies and advertisers to take more notice of radio, this book
will help our industry take a fresh look at itself and become much
stronger in the process.
Whether you are trying to win a client with an exciting new idea,
affect the behavior of a target group of heavy users of a product, or
search for the best way to send a message to a market, radio can't be
overlooked. This book will help make the message more effective,
Effective Radio Advertising offers our industry the tools to be more
creative, more effective, and more successful.
RALPH GUILD
CHAIRMAN
THE INTEREP RADIO STORE