For some small businesses, radio can be the most powerful, cost-effective way to reach broad numbers of potential customers. Dave Young’s post today in the Branding Blog about avoiding hype in your radio ads offers some good tips to keep in mind when making one: “We all have a built-in hype detector. I’m not making this up. It’s built-in and hard-wired. (on this brain map it’s called Broca’s Area) It detects hype and protects us from it, or ignores it.”
He also links to a post at Mark Ramsey’s Radio Marketing Nexus. Lots of good posts there if you want to understand radio more.
phil on May 28th, 2004 at 1:43 pm
keep in mind that radio is one of the most demographically focused mass media. If your product isn’t right for the people listening, or if the area you live in doesn’t have strong radio numbers its a waste.
the problem with working in advertising is that WE know about the hype detector, but usually the clients don’t. they want exciting instead of subtle and informative.