What are the greatest radio ad campaings ever? Before we start our campaign what should we know?

Question

How can an it be effective campaign?
How long should it last?
The frequency?

Answer 1

The best I ever heard were ads done years ago for Washington State Apples. The ads worked so well because the writers kept the media in mind (that is, they didn't try to make radio do the job of TV or print) and they focused on the one distinctive aspect of the apples that radio could communicate - the "crunch" when you bite into one. The writers knew that everyone knew what an apple looked like and how good they were so they focused on the sound and sound is what radio is all about. The tag line was "Washington State apples -- they're as good as they sound" was perfect. The ads were funny and memorable.

So the ingredients of any good campaign are
use the media and don't work against it. Don't try to help people "see" your product on radio because that is the job of print and TV.
Don't create an ad - create a campaign with a distinctive voice. Make all the ads sound the same with similar tone (funny, serious, energetic, etc) People "turn out" radio ads if they hear the same one over and over so the variety is critical to success. At the same time consistent tone and presentation is important or they will miss the message and misunderstand the ads.
Frequency is less important than timing. Campbell's soup developed a brilliant startegy years ago and still follow it today. When it snows or even gets very cold they flood the airwaves with radio ads on how good a bowl of hot soup is on a cold day. Think about your intended audience and when they might be listening and when they might be most receptive to your message. It isn't always drive time!

Answer 2

First of all, it really depends on your message. Is it a complex message (e.g. government broadcast on a new health scheme) or a simple message (e.g tactical promotions, or new product launch)? Complexity of the message will definitely require more frequency for listeners to absorb and process the message. Technically one will require contact with the message at least 3 times to be able to retain and understand the message.

Once - I know
Twice - I understand
Twrice - I remember

Secondly, effective radio campaigns require the correct execution for the message which is suitable for the medium. Radio has no visual elements so it must be used with the right kind of products or services. Depending who is your target audience and what is your message, you will have to manage the tonality of your campaign - using humor, storytelling, music.. etc Do research on what your target audience likes and dislikes, when do they listen the radio (when they are driving to work or when they are having lunch etc) These will affect the success of an effective campaign.

There are, of cos, more elements to consider than the few above. You can go buy or borrow "Cutting Edge Radio" by Jim Aitchson. It gives you examples of fantastic radio commercials, ways to write radio scripts, how to use this medium effectively etc.

Hope this helps a little. Cheers!

Answer 3

In tamilnadu
1. Gopal Palpodi (Gopal Toothpowder)
2. Saravana Bhavan (Restaurant)
3. Rathna Fan House (electrical goods)
4. 1431 Pyorea Tooth powder
5. Regal Sottu Neelam (Regal Blue., which will put for white clothes)
6. Ujala (ujala Blue)
7. Ponvandu (Detergent Soap)

I thought radio ads need clean good voice., maximum 10 seconds only. The ad will be smooth and clear tone of maximum length of voice.