It’s been said of radio that its advantage over other media is that the pictures are better.
This is generally true but when it comes to car advertising it is not. Radio ads can’t hope to convey the visual impression of a car, its most important attribute. Instead they are left to handle other aspects which can be presented verbally. These might include news of special offers and to point customers in the direction of dealers. They might serve to tell listeners of the arrival of a new model but other media must handle the rest. One advantage they do have is that they have a kind of captive audience and they contact the biggest audience for radio, drivers trapped in their cars. Continue reading “Theme: Advertising – Radio”