In what turned out to be an informative seminar on the understanding of radio as a medium, ‘Radio Works 2005 - Creativity and Effectiveness in Radio Advertising,’ addressed many pertinent issues like growth of radio, ideation process, strengths of radio and future opportunities.
Radio Works 2005 saw speakers McCrostie, Group Head of Commercial Production, GCap Media, and Christopher James Taylor, Consultant, GCap Media, giving guidelines on treating radio as a medium and justifying their views by empirical data and real experiences.
McCrostie said, “Today, in UK, marketers have the chance to target their customer exactly as they want. There are around 55 channels with presence across categories like kids, music, chat show, sports, etc. This way, the job of the marketer becomes so easy.”
She added, “Radio has powerful characteristics like ambiguity, invisibility and if one can mange to engage the listener, the medium works very well.”
The duo spoke about radio’s unique ability to weave elements like story telling, holding interest, engaging and entertaining the consumer.
“Radio is where the opportunity is,” said Taylor. Commenting on the significance of radio, Taylor added, “Research has shown that if 10 per cent non-radio media budget is redeployed into radio, a 15 per cent increase in awareness takes place.”
McCrostie said, “Unless there is a need to do so, a creative director should just let things take their own course. A creative director should be confident and allow room for creative ideas without being biased.”
“Radio is the only medium that offers the brilliant opportunity to do sonic branding. McDonald’s has capitalised on this through its ‘I’m loving it’ jingle. Moreover, radio’s strong association with music gives it an unique advantage over other mediums,” said McCrostie.
McCrostie said, “Going for an unusual voice makes a lot of sense as a lot of ‘audio apathy’ takes place if listeners get to hear same stereotyped voices. It’s very important to get close to the listener, sell one thing well, use a very strong idea, etc, to make radio work for the marketer.”
Radio finally makes a noise – as it announces the big opportunity that lies for advertisers.