The best radio commercials use the ‘theater of the mind’ to capture a listener and keep them engaged. Through creativity and imagination, radio advertising allows the listener to paint the picture, making it a powerful branding device in support of a brand’s essence. However, it is radio’s cost effectiveness and promotional nature that makes it ideal for creating a strong call-to-action.
In addition to traditional :30 and :60 radio spots, DaviesMoore frequently places live-reads, which are short :5, :10 or :15 second scripted reads by on-air talent. Although not technically radio advertising, we also frequently use underwriting on public radio, especially for our clients with more sophisticated brands and higher-end targets.