The case for using radio has never been made as eloquently as Stan Freberg did in something he concocted for the Radio Advertising, Bureau. Take it away, Stan.
PAUL FREES: Radio? Why should I advertise on radio? There’s nothing to look at, no pictures…
STAN FREBERG: Look, you can do things on radio you couldn’t possibly do on tv.
FREES: That’ll be the day.
FREBERG: All right, watch this…ahem, okay people, now when I give you the cue, I want the 700 foot mountain of whipped cream to roll into Lake Michigan, which has been drained and filled with hot chocolate. Then the Royal Canadian Air Force will fly overhead towing a 10-tom maraschino cherry, which will be dropped into the whipped cream to the cheering of 25,000 extras. All right – cue the mountain!
Cue the Air Force!
Cue the maraschino cherry!
Okay, 25,000 Cheering Extras!(Appropriate SFX, which end abruptly)
Now, you want to try that on television?
FREBERG: You see, radio is a very special medium, because it stretches the imagination.
FREES: But doesn’t television stretch the imagination?
FREBERG: Up to 27 inches, yes.”
Today, he’d say up to 62 inches.
Theater of the mind from radio can’t be beat. With creative radio spots, clients can compete with others who have much larger production budgets.
Of course, with competition from non commercial radio, podcasts, audio blogs, etc., the medium itself is changing…but still can be utilized effectively—and cost effectively. And within the medium itself, your spot will be competing with tons of other messages. That’s where “listener reward” comes in—make the spot as entertaining or interesting as possible, and you’ll get your message across…without suffering from automatic tune-out, as is common with hard sell commercials.
Take a listen to the following: