Commercial advertisements aren’t all “cookie cutter” setups.
Some of the most successful and profitable radio campaigns are derived of excellent strategy, impeccable planning, and insightful commercial development. The creative process of directing a commercial that will appeal to a targeted audience not only requires brainstorming possible alternative, but also a unique selling proposition that draws in the listener.
According to Steve Doctrow, of Rogers & Cowan, advertisers and marketers should take advantage of radio’s evolutionary stages by connecting with young adults. Each business’s exclusive marketing plan is derived from a single goal – profitability. In many cases, success doesn’t come from popularity or entertainment value but rather the number of profitable customers acquired through advertising.
A Sound Approach to Advertising
Radio commercial advertising is ideal to connect to audiences and promote their brand in a somewhat subtle fashion. The creative process of advertising requires a sound strategy in order to maximize ROI. By creating a list of approaches, one can then hypothesize and narrow down what will work and what won’t based on rationale. Direct positive response from the consumer translates to either a sale made or a signed-up customer. Also, a radio commercial that’s heard by thousands won’t make any impact if it isn’t specifically catered to a certain demographic.
In order for a business to gain a following through radio adverts, they have to connect with the audience in a way that creates a lasting impression. A majority of the advertisements on the radio are just tuned out by the listener because of a lack of catchphrases or memorable lines. What good is a commercial advertisement if nobody actually remembers the details?
