With so much information coming our way, today, from dozens of sources, nobody remembers where they heard or read something. I don’t. Effective branding with radio drives the business for that advertiser.
I remember the first radio station I worked for doing an experiment with one of their best clients, a men’s clothing store, to prove the power of radio advertising. Back in the 60s the dominant advertising vehicle in my hometown was the newspaper. This clothing store used both radio and newspaper, but felt it was the paper that drove their sales.
What the radio station did was create an imaginary character, a store mascot, using radio’s “theater of the mind.” The plan was to have the store’s clerks ask listeners where they learned about the store’s character when they shopped the store. This imaginary character was only featured in radio advertising.
What shoppers gleefully told the clerks when asked where they learned of their store’s mascot was “in the newspaper.” Virtually no one said they heard about the character on the radio.
What the store learned was how powerful their…
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