In a long career I have heard my share of advertisements on radio. This is a marketing channel that's made inroads for several decades and is vastly more cost effective than television, although a good radio schedule can be daunting for the smallest businesses. Radio reach and demographics can be appealing. But is a particularly challenging medium.
The key to a good radio spot is the voice over. A well chosen vocal artist can enhance the content in the spot. A poor one can be disastrous. I have heard far too many spots in which the business owner, or a surrogate from their company, does the voice work and the result is often appalling.
Content is also critical. A poorly chosen word can doom the ad. It's necessary to steer a careful course between overly stentorian and overly juvenile. Yes, I have heard both extremes. And please (!) avoid too graphic one's text.
Bottom Line: Radio can be a good choice, but it needs to be done very carefully to avoid annoying the listener. If professional assistance can't be obtained in making the best possible spot, I recommend choosing a safer medium.
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