New Trends in Radio Advertising

We should also take time to examine how radio is changing in terms of its advertising content. Although it is hard to pin down the all the strategies of the countless brands advertising on the radio, there are some overlying trends that are worth taking a loot at. One recent element of advertising that seems to be falling in popularity, according to Brandweek, is the use of taglines, or slogans- especially during the upcoming holiday season. “It used to be on the list of deliverables,” said Mike Wolfsohn, vp/executive creative director at Ignited, Los Angeles. “It was mandatory.” Now-a-days we are seeing more and more companies abondoning heavy use of taglines, if they use one at all. Starbucks, Samsung and Converse all lack taglines, while Pizza Hut and M&Ms make use of them only very rarely.



But why? The tagline seems to be a crucial staple to advertisements in order to create consistent brand messages and to boast the brand's main focus or philosophy. The fact is, many companies seem to be using taglines incorrectly, according to Brandweek, and can often detract from the effectivement of an advertisement. Taglines can be seen as safety nets for fears that the rest of the ad campaign isnt communicating. Taglines that are vague and watered down in order to be catchy or different often lose their meaning and mitigate the ad's message. Experts are not saying everybody should stop using taglines, but that a company should only use them if it is in a way that is strong and meaningful.

How do you get a slogan to stick? Landor & Associates’ managing director Allen Adamson says " It’s not just coming up with five catchy words. It has to be the right promise, with the brand living up to it, expressed in a sticky, unexpected way, and then you have to spend money and stay with it for the long haul.” The message you are trying to get across should be woven through all communications made by the company, and it should be in the very essence of the brand itselff.

Sources:
http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003677226
http://www.hear2.com