Whenever we talk to people about the intricacies of radio advertising, one of the things we’re often asked about is the value of using music in a commercial.

Creating a memorable radio ad – one that stands out from the crowd, is always a challenge as every advertiser is competing for the listener’s attention. Using music can help get a message across and make it more memorable. It acts as an attention-getter as well as an enhancer of the message creating a mood or feeling in the listener that transfers to the product or service in the ad.

There are many more benefits of using music in a radio ad. For instance, music can be used to create a sense of continuity by tying together all the elements of an ad. This is a useful tool for a long-term, regular radio advertiser. The music ensures the sound of the ad has consistency, whilst the actual sales message can change on a frequent basis without losing any of the “brand equity”.

Another significant thing about music is that it has the ability to stay in a listener’s mind. When a message carries music it’s more memorable and can even keep circulating in people’s heads, when they’re out of range of a radio and doing their everyday tasks – there is no other medium that works in such a powerful way.

Once the decision has been made to use music in a radio advertising campaign, the work is not finished. There are more choices to be made; do you use simple library music? A bespoke music production, custom produced sung musical identity, or do you go the full nine yards and licence a well-known track? Thankfully, you have Radio Experts to help do the thinking on all of this and find the right solution.

Music definitely has the ability to enhance a radio advertising campaign. Various studies have shown that it increases the likelihood a message will be noticed, understood, and then received positively. Whether it’s used to invoke a mood or to be the primary carrier of the message, music is an efficient and reputable method of engaging with the audience.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert

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