Oglivy’s 4 Step Rule
Advertising giant Oglivy suggested 4 steps in developing a great radio ad. Identify your brand early in the commercial. Identify it often. Promise the listener a benefit early in the…Read more
Don’t Mince Your Words
Nissan are back with their Grand Scrappage Guarantee. Trade in your old car and you’ll get €4,000 off a new Nissan. It’s a very standard ad but stands out for…Read more
7 Seconds of Silence
There is no louder sound on radio than the sound of silence. It’s the worst nightmare of any radio presenter when it all goes quiet. However, in radio advertising it…Read more
Take Time with Casting
Casting is one of the most important decisions before heading into the studio. A particular voice can add a real dimension to the brand and help in the development of…Read more
Follow the 5 Second Rule
Often the key to a successful radio ad is to grab the listener’s attention within the first 5 seconds. Be interesting. Ears will be drawn to your ad if you do…Read more
Less Words the Better
The best scripts have few words. There’s nothing worse than listening to an actor trip over their lines as they struggle to complete the ad on time. The goal is to write…Read more
Best in Class Sound Design
Very often, sound design takes a back seat in the ad production. However, the campaign from Dublin Airport Parking is a great example of sound production. In the 40 second…Read more
Viral Spoofs: Timing is the Key
In a move that will become more prevalent, copywriters are now using the stories behind viral videos to push through their own brand messages. Following Teresa Mannion’s famous broadcast on RTE,…Read more
Perceived Age of V/O is Important
The perceived age of your voice-over is very important. Younger voices as opposed to middle-aged narrators tend to be seen as less credible to more senior listeners. In an interesting…Read more
To Jingle or Not to Jingle!
‘If you have nothing to say, sing it!’ (Oglivy) You either love 'em or hate 'em! Jingles, also known as audio brands, can play an important role in establishing and maintaining…Read more