30 seconds with Sinkers #2

Peter Sinclair - ARN

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.


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.

Comment Form

Your email address will not be published.

Recent comments (0)
Post new comment