30 seconds with Sinkers #2

Peter Sinclair is the ARN Sydney Creative Director, 21 years Industry experience, over 70 National and International Radio Awards.

30 seconds with Sinkers #2

It has become very popular to divide all Radio advertising, indeed any advertising, into two categories – “Call to Action” and “Branding”.

The implication being that these are two mutually exclusive categories.

Rubbish.

All Branding advertising should call the consumer to some form of action – be it an emotional response, a shift in attitude, reinforcement of a perception and so on.

Likewise all Call to Action advertising should in some way support the advertiser’s brand values.