What’s Wrong with Radio Advertising?
What’s the biggest problem with radio advertising? It’s that everybody in the message pipeline – from advertiser to broadcaster to listener – views commercial spots as negatives. How else to explain the silly reaction of Kroger’s agency to the term “commercial-free.” It shines a negative light on the messaging, they argue, even as they (and we) go out of their way to create messaging that deserves that negative light. How to explain that Pandora will run spots – unless you “