Radio advertising – now on your television
Posted on Friday, July 31st, 2009 at 11:00am. #
This is a brilliant piece of marketing from the Radio Advertising Bureau – a slightly scary-looking Arthur Smith making a very, very good point about a recent television ad. It’s simple, thoughtful, humorous and clear.
Positivity will always win an argument; and this ad is a good example – no knocking copy about television, rather an acknowledgement that radio works well in a media mix that already includes TV.
The commercial radio industry needs a strong and cohesive body; and from this remote viewpoint, the RadioCentre’s strategy appears to be championing the radio industry as a whole. Their organisation of the Arqiva Commercial Radio Awards was much lauded this year, and their collaborative style is ever more apparent after their part in the formation of the pan-industry Radio Council and their strong work behind the scenes in the UK Radio Player partnership project.
There are a lot of good people at the RadioCentre, so I’m personally glad that they appear to have really found their feet in recent months. This ad proves it.
Paul Fairburn
Totally agree James.
Radio’s never going to persuade advertisers that they can all do without TV. But there’s lots of evidence that radio extends a TV campaign brilliantly and at low cost.
Subtle use of an old analogue telly and a new DAB radio too…