The Norman Agency (Toronto) has an excellent series of podcasts on creating good radio advertising. Each segment of their Creative Conversations podcast with Creative Director Jim Norman Project Manager Becky Trenton (Feed iTunes) runs five to 10 minutes.
There are currently 11 casts, so thrown together in a playlist or onto a CD, these sessions could make a quick 1-1/2 hour tutorial for you or your staff. Topics include:
- Criteria for selecting between creating: 60, :30, :15 or :10s
- How to make sure your ads aren’t helping your competition
- Developing a creative brief for radio (Part 1 Part 2)
- Understanding the 3x frequency rule and dominating a time slot or station
- Why it’s important to invest in professional talent not heard elsewhere in your market
- Avoiding flawed premises, faulty facts and fake performances that can ruin effectiveness
- Clichéd and cookie-cutter ideas to shun and why
- The use of sound effects in radio commercials
- Ways to find the perfect voices for your commercials
- The “Big Idea” – understanding your USP and great creative execution
Technorati Tags: Radio Advertising
