Advertising Campaign Meant to Do Good Also Does Remarkably Well — With a Boost from Judiciously Deployed Radio
What can radio deliver for hospital advertisers that other media can’t? It’s more than just another way to reach your target market.
// By Peter Hochstein //
As often as not these days, radio advertising is an afterthought — part of the creative mix that gets done after someone has written a television or print campaign and then figures out how to shoehorn radio into the mix.
Perhaps that’s why too many radio creative executions merely parrot related television or print copy, while failing to harness the power of radio to effectively grab people by the ears, compel them to suspend their disbelief, and follow sounds and stories coming out of their speakers or earbuds to learn what happens next.
Back in the 1960s, the late comedian Stan Freberg created a radio spot specifically to demonstrate this power.
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