CRA launches new ads to encourage advertisers to use radio
Commercial Radio Australia (CRA) has today launched a series of ads aimed to highlight radio as an effective medium for advertisers.
The six ads are based on a study by market research company the Hoop Group which found 64% of listeners respond to radio advertising.
“The research findings show that connection and interaction with radio are very strong – crucial information for advertisers,” said Joan Warner, CEO of CRA.
The ads are a part of an ongoing radio brand campaign which began in 2003.
Ralph van Dijk, CD of Eardrum, the creator of the campaign said: “The ads needed to present the impressive research results, but more importantly, they needed to be an example of the sort of creative that listeners engage with and respond to. Radio is an intimate, conversational medium and the style of this campaign reflects that.”
Van Dijk discussed his work with CRA on the Mumbrellacast in April.
It’s a worry when the best ads on radio are the ones from the industry trying to sell radio.
You would hope that CRA could run some training for the sales teams on how to sell their advertisers brands on their own medium.
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shouldnt the onus be on the creative agencies to deliver good creative as
well. maybe they shouldnt be too precious about getting advice from industry leaders on creating radio creative
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Or advertisers could simply seek out the best people to make their radio campaigns.
Good ads for doing ads I suppose. The consistency of this long standing campaign is good.
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