Developing a successful radio advertisement might be one of the toughest jobs for an advertising agency creative. The challenge that radio presents, unlike any other medium, is that there is no visual stimulation tied to the delivery of the message. While television offers the ability to incorporate multi-sensory images into its messages, radio must create was is referred to as theatre of the mind.'

Theatre of the mind suggests that while a person cannot actually see what is happening during a radio aid, they may be able to effectively visualize the story and actions that are being described or depicted in the ad. It is extremely challenging to create this link between audio messages and visual imagery, for a number of reasons.

1) Radio audiences are very fragmented. This means that there are not a lot of people listening consistently over a period of time to a station or show. Thus, radio ads must be effectively delivered during a precise timeframe in which the targeted audience is most likely to listen. Drive times are the most effective times as the majority of radio users are drivers.

2) Even if an ad is aired while someone is in their car or listening to the radio, a very low percentage of radio ads pass the 'noise' filters. Noise filters include highway hypnosis, other people talking, daydreaming, environment sounds, babies crying, and more. These are things that prevent people from devoting full attention to the ad. Also, people will change the channel when a commercial plays.

3) Even when people listen attentively to an ad, their ability to use their hearing to absorb the message and their mind to develop an effective visual image is limited. Plus,to interpret and be personally impacted by a radio ad is the real key. An advertiser wants to the prospect to hear the message, understand the story and message, and be persuaded to act.

These three factors are key obstacles that prevent radio ads from being effective. Additionally, the roadblocks to effective interpretation and use from radio ad messages are many. Radio is a media that offers opportunity, but offers even more challenges. Effectively radio ads must be repeated frequently to hit target prospects repeatedly. They must have some format, such as slogans or jingles to be memorable or captivating. They must repeat the brand name to provide top of mind awareness. Finally, when radio ads are linked to effective integrated brand promotion, including assorted media mix with television or print ads, theatre of the mind becomes much clearer.

Learn more about this author, Neil Kokemuller.
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