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There is no simple formula for successful radio advertising. However, it seems quite clear that there are some commonly recurring features or characteristics to be found in successful radio commercials. The following features all appeared in more than 70% of the sample of successful commercials.



Written by radio specialists 94%

Believable 92%

Not humorous 90%

A share of mind message 84%

No long sentences 82%

Action message included 82%

No killer clichés 82%

Simple message 78%

An offer 74%

An invitation to respond 73%

Action message, the main idea 73%

More than one commercial 71%

© Copyright 1998 Campbell Ricketts Market Communications

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