"I look at every advertisement which has appeared for competing products during the past 20 years." (David Ogilvy)
Coloribus is a unique radio advertisement database comprising well-selected creative, inventive and high quality radio adverts from all over the world including Europe, Africa, Asia, Latin America and other regions. Radio ads archive includes a great amount of commercials, jingles and spots for various types of consumer goods and services, spanning from the early years of the ХХth century to the present. Owing to a convenient navigation system and well-structured database, you can easily find an advert that you are looking for.
A typical radio advertisement lasts from 6 to 30 seconds (originated with a 10 minutes advertisement to promote the sale of Long Island apartment by Queensboro Corp in 1922). Specialists consider the hearing signal getting to the brain faster than the visual one and lasting in the mind 4-5 times longer. This is a perfect way to deliver an important information about the product or service to the customer and encourage him to buy it. Radio advertisement capturing the listener’s attention through music, funny or character and even celebrity’s voices is less annoying as it stays in the background for the client (say, in a car), is less forcing but lingering longer in the mind finally brining a man to action.
“TV gives everyone an image while radio gives birth to a million images in a million brains”.
Even though competitors like to portray radio as an aging technology, the reality shows that radio advertising remains an effective tool for the customer to find his way in vast media horizons. By latest investigation done by the Radio Advertising Bureau weekly audience of radio listeners does not fail.
Coloribus is a resource that allows to gather complete information about radio advertisement trends and traditions. It is a perfect place for benchmarking and other marketing investigations. It presents masterpieces of the industry, various types of commercials applicable in different areas (radio jingle in an advert block, a programme sponsorship, broadcasting sponsorship, spot radio ad, a studio interview, radio journal, etc), allows to estimate abilities and gain a certain experience with the purpose of creating your own advert if required.
The first commercial broadcast on the radio was unique because at that time direct selling was illegal.
Started in the 1920s, developing in the 1930s the radio advertisement gave birth to the “soap opera” genre debuted on October 20, 1930 on Chicago radio station WGN. Early radio series Painted Dreams were broadcast in working afternoon slots, usually five days a week, when most of the listeners would be housewives. In the name, "soap" refers to the soap and washing liquids commercials originally broadcast during the shows, which were aimed at women cleaning their houses at the time of listening and "opera" refers to the melodramatic character of the shows.
The first radio soap opera was Clara, Lu, and Em, which was broadcast on the NBC Blue Network at 10:30 p.m. Eastern Time on January 27, 1931.
The Coca Cola Hour was another innovative radio advertising idea in which a whole radio program was sponsored by the company.
Camel cigarettes launched an unpopular commercial campaign in the 1940s in which medical men recommended smoking the company's cigarettes over other brands.
Dos Equis presented a more modern famous radio commercial in 2011 featuring its "Most Interesting Man in the World" character flying to Columbia just to have a great morning cup of coffee.
Old Spice's Momsong commercial is another famous modern spot featuring mothers comically following their sons around and singing about their sons growing up as the sons go through teenage rites of passage.
Radio advertising actually achieves a great effect as its target audience is wider since radio waves are available in places where TV signal does not reach. Radio ads are proved to create emotional reactions in listeners. In return, consumers perceive the ads as more relevant to them personally, which can lead to increased market awareness and sales for businesses running ad schedules. 25% of listeners say they're more interested in a product or business when they hear about it on their preferred station. Above all making a radio ad is a low-cost medium and takes less time to be designed and executed.
Major brands such as Verizon, Home Depot, Walt Disney and Burger King belong to the top 20 largest radio advertisers. Among the categories of radio ads are those of automotive, insurance, retail, catering and financial institutions.
In 2016 radio advertising revenue exceeded $19 billion a year, and over $13 billion came from local businesses.
In fact, a recent study conducted by Nielsen Catalina Solution (NCS) defined that money spent on radio ads is money well spent. Each penny of ad spent initiated an average sales return of $7 from the listeners in the 29 days after they heard the ads.
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