Make a lasting impression

Joe Mullich

Too many sponsored radio programs fail to create a memorable link with the sponsor. Six innovative ways are shown in which the sponsor's message can be made worth remembering.

Make a lasting impression

Joe Mullich

When listening to the radio, you've probably heard the phrase this program was brought to you bymore times than you care to remember. But did you remember the name of the sponsor a few seconds later? “Too many advertisers make the mistake of treating a sponsorship like a spot buy,” asserts Gary Fries, president and CEO of the Radio Advertising Bureau in New York. “The value of a sponsorship comes from leveraging the relationship the radio program or segment has with the listener.” Here are six innovative ways to make your message...

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