I recently came across a book called Audio Branding by Laurence Minsky and Colleen Fahey. [232 pages. Publisher: Kogan Page, March 2017]. This post is NOT a review of that book, though I do highly recommend it to anyone working in corporate or product branding these days. What it did was get me to thinking…
EFFECTIVE RADIO ADVERTISING COPY
This post is based on a lecture I used to give in teaching radio advertising. Much of it applies to advertising of any kind, but I think radio techniques are often hard for some people to learn. Someone who mostly listens to a low-budget, small-market radio station may often be exposed to very weak ads,…
PICTURES FOR RADIO
When I was in the advertising business some clients were concerned that radio is not an effective medium because there is nothing to look at. I have talked in other posts about the strength of images produced in the listener’s mind, but sometimes it can be helpful to show a product, a logo, or a…
THE DEATH OF RADIO DRAMA IS EXAGGERATED
When one mentions the word “radio drama,“ at least to people of a certain age, they immediately talk about “old time” radio drama: thriller serials like “The Green Hornet” or “The Shadow,” radio soap operas like “The Romance of Helen Trent” or “The Guiding Light,” or most famously, anthology radio dramas such as Lux Radio…
FIVE MYTHS ABOUT MEDIA PRODUCTION USING VOICE
The human voice may be the most powerful tool of communication in existence. Even very ancient orators have been lauded throughout history. Until nearly the end of the 19th century it was impossible to preserve human speech. One had to be there to listen in person. With the invention of the phonograph (first cylinder then…