Wednesday, September 5, 2012

In a recent Radio Sales Today from the RAB, veteran radio consultant Jeffrey Hedquist, Founder and President of Hedquist Productions Inc. asks "Where is the camera in your radio commercials?"

Following is a reprint from that Daily Sales Tip and reminds us how important creative is in the process of an effective campaign!

Where is the Camera in Your Radio Commercial?

Since your audience views radio in their mind's eye, ask yourself, "Where is the camera? What will be the audience's point-of-view?" In a conversation between two people in a car, is the camera to their left or right? On the dashboard facing them? Between them, looking over their shoulders? In the back seat, listening from the passengers' perspectives? Put your microphone where the camera would be, or mix the elements so that the listener is in that place.