It's not because you bought the "right" radio station.
It's not because you bought enough Gross Rating Points.
It's not because you offered 50% off.
It's not because you reached the largest audience.
It's not because of the jingle.
It's not because you advertised at the end of the week.
Having spent more of my life in the radio business than any other occupation, I have some insight into what works and what doesn't.
Earlier this month a former radio client of mine posted this insightful article:
The Number One Success Factor in Radio Advertising
It's true that successful radio advertising, particularly in direct response, comes down to the right message to the right people at the right cost. But true success requires something that this basic overview doesn't explicitly state. Authenticity.
Recently, make up giants Maybelline and L'Oreal have come under fire for print advertisements featuring popular actresses whose pictures have been heavily modified through photo editing software. These advertisements were deemed so misleading, that they were banned in the U.K.
This brings up the question of how much authenticity today's consumers are expecting from any given advertisement. When has an advertisement been edited so much that it crosses over into being unbelievable or worse - misleading?
Of course this question translates differently for those of us in the direct response radio advertising industry than for those working in the print ad world, but it's relevant for all of us in the advertising industry no matter which medium you work within.
As a radio advertising agency, we're not handling graphics or visuals. We don't ever face the question of whether or not to Photoshop our model's crow's feet out of a shot. But as a creative department team within a direct response radio agency, we do have to ask ourselves if the tactics we're using (whether it is copy or production) will result in a radio advertisement that is inauthentic. For example, removing every single breath a voice talent takes during a spot might net us a second or two to fit in more copy. But if it results in an overall tone that sounds completely unnatural and forced - chances are, the production edits are too extreme and alternatives need to be considered. Otherwise, we run the risk of sounding inauthentic and thereby harming response.
There are other instances when we need to be particularly careful to inject plenty of authenticity into our radio advertising work. These include making radio ads that have a conversational or dialogue context, radio advertisements with highly promotional copy, and radio ads that are purposely faster paced to create a particular effect.
Again, although we're not working with a visual medium, it's important for those of us in the radio advertising industry to remember that consumers expect the same (if not higher) level of authenticity and realness in radio ads as they do from print, tv, and other mediums. In radio advertising, where we're working with auditory sense only, it is often much more subtle task to create authenticity. And we love that added challenge inherent to radio advertising.
by Karlene Lukovitz 
by Aaron Baar 
by Karl Greenberg 
by Sarah Mahoney 
by Karlene Lukovitz 
by Karl Greenberg 
Levi's took its stateside campaign "Go Forth" to a global audience, running in 24 countries across the Americas, Europe and Asia-Pacific regions. The campaign continues to pay homage to the brand's heritage while celebrating present-day pioneers looking to make a difference in the world. "Legacy," a 60-second ad, launched Monday on Facebook and will air on TV and in theatres later this month. The spot features young adults in Berlin, forming a large crowd in the streets. A few adults come face-to-face with police in riot gear, an image all too poignant given what's happening now in London. Other friends are simply gathering together to watch the sunrise and attend a concert. The poem "The Laughing Heart" by Charles Bukowski is read throughout: "Your life is your life. Know it while you have it. You are marvelous. The Gods wait to delight in you." 
Playing with your food can be fun, profitable and problematic for Esteban, the "Dip Desperado" in a TV ad for Doritos. The two-minute spot opens with the humble beginnings of Esteban, a regular guy with an extraordinary talent for flipping chips with eagle-eyed accuracy. At one point in the ad, he actually takes downs an eagle soaring high above. Esteban becomes "El Flicko," garnering success, admiration, and women. Years pass and a younger man dethrones Esteban of his title and his wife. The spot ends with an older Esteban emerging from his home to prove his talent still exists. 
Corona Extra's latest TV spot encourages "Commuters" to find their own beach, even if it's inside a busy park. Three pals in bathing suits sit and drink their Coronas on the beach as a group of stressed-out and overly dressed commuters rush alongside the water. One commuter strays from the hoard and joins the relaxed Corona drinkers. Turns out that the beach and bikinis are just an illusion; in reality, the friends are unwinding in a park after a day's work. 
Visitors to the Del Mar Race Track in San Diego, Calif. aged 21 and over can see an optical illusion of sorts made possible by Newcastle Brown Ale. On July 20, three giant pieces of art were placed at the entrance of the track. If you climb inside the middle installation and are standing in the right place, you'll see someone who looks like they're trapped inside an 8-foot-tall pint of Newcastle Brown Ale. There are worse ways to go. Newcastle encouraged visitors to upload pictures to Facebook and so far, more than 1,000 pictures are online. 
This next campaign for Living Language combines New York City food trucks and learning foreign languages, for a campaign that feeds your mind and your stomach. Mullen Boston has parked food trucks in Union Square and Midtown Manhattan today and tomorrow and is giving away snacks. Here's the catch: foodies must order in Spanish, French, Italian or German. It's called the "
The Big Ad Gig has returned to this year's Advertising Week, where eight creatives will compete for five month-long paid gigs at four agencies and Facebook. Atmosphere Proximity, one of the agencies awarding a 30-day post, created two amusing call to entries, one paying tribute to the past and the other with a modern spin. Participants must create a video reenactment of a moment in advertising history, like the birth of David Ogilvy or the launch of Facebook. The first ad begins in black and white with a man ill-equipped to work in a kitchen, especially an old-fashioned one. He's unable to crack eggs, but he can turn eggshells into a delicious cake. 
Kenneth Cole launched Where Do You Stand, a 
Ferragamo launched its first foray into ready-to-wear e-commerce with 
Random iPad App of the week: Hearst launched CFG -- that's Cosmo for Guys -- for the iPad. This is for the man who unabashedly reads his lady's issue of Cosmo, but now the app features content and quizzes especially for men. Topics covered include: 5 awkward date situations solved; the CFG sex map; gifts she'll love; and, "read her mind." The app can be purchased for $1.99 a month, $3.99 an issue or $19.99 annually in the 
by Karl Greenberg 
by Tanya Irwin 
by Aaron Baar 
by Aaron Baar 
by Tanya Irwin 
by Karl Greenberg 
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