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8 Cards in this Set

  • Front
  • Back
Radio Strategies
USP
Positioning
Strengths of Radio
Catches people out of home, in cars
Theatre of the mind
Builds frequency
Weaknesses of Radio
Fragmented audiences
Ownership consolidation issues
Flipping around the dial
Six Keys to Radio Advertising
Theatre of the Mind
Tell stories
Focus on one idea
Topical
Repeat Brand Names
Power of Music
Consideration in Buying (where/when, etc)
Network
Syndication
Local/spot
Daypart Strengths
Preemptibility
Program content
Consolidation
8 Types of Radio Spots
Fact sheet (rip and read)
Remote
Produced Spot
Produced spot with live tag
News
Drama
Comedy
Music
5 Best Practices for Radio Ads
Capture attention early
Keep it simple
Use music to evoke a place or mood
Repeat brand name often (naturally)
Create pictures with words
7 Radio Techniques
Straight announcer: one voice
60 sec is a long time to have one voice on, so it has to be a good voice and an enjoyable voice.

Memorable voice.

Dialogue/interview
Helps develop better storyline

Memorable voice

Dramatization
Sound effects help to create theatre of mind

All Music
People tend to like to listen to jingles

Combination