Radio advertising is still a strong and persuasive medium, claimed media and advertising practitioners in a recent joint conference of the Kapisanan ng mga Brodkaster ng Pilipinas (KBP) and The Creative Guild during Radio Day.
Held last May 26 in
In the seminar hosted by KBP, advertisers learned that not only does Radio allow consumers access to music, but it also connects with their emotions. In effect, consumers begin to think with their emotions, said Sandra Puno, Nestlé
Nielsen Media Philippines Executive Director Jay Bautista reported 98.5 percent of the country’s population tune in to Radio especially outside the Metro, equivalent to 17.7 hours a week. In terms of reach, it surpasses Television. Sandeep Khanna, head of marketing operations of Nokia, echoed the same thought as he narrated the success of a Christmas campaign that hit target mobile users while in transit.
As a single medium or as part of a media mix, Mediacom Philippines Managing Director Angelito Pangilinan said the flexibility of radio is dependable. He referred to a US Radio Ad Effectiveness Lab (RAEL) 2004 research. The study used parameters that remain viable even in the Philippine context. It showed Radio as more effective when in tandem with television ads. Along the same lines, Margot Torres, vice president for Marketing of McDonald’s
On the creative side, JWT’s ECD Dave Ferrer, a
Radio talk jock Mojo Jojo shared what radio jocks and listeners considered creative, even if that differed from the agency creatives’. However, all agreed that advertisers and agencies should tailor the ideas and executions to the personality of each radio station. For a mass medium, it turned out thatRadio is very much into niche programming.
A judge in the recent Radio Lions competition in
David Guerrero, president of the Creative Guild and chairman of BBDO Guerreo, capped off the afternoon with lessons he learned as a jury member in
By the day’s end, both advertisers and agency people shuffled back to their offices, with enough inspiration to make it through the next quarter.