Radio advertising needs a rethink
While great TV advertising can rank with short films for entertainment value, it is really hard to match that quality in sound alone on radio, using just a few seconds. That is why radio audiences get bored so much more rapidly with often-repeated radio ads.
The answer of course is variety rather than quality. For example making a series of 20 compelling reasons to buy a product (randomly broadcast, and not numbered). Radio advertising at best is more about information than entertainment. This is a words and sound effects channel, and sound effects can be really irritating after a while, as well as an odd voice or anything else originally designed to catch attention.
Do it once, do it twice, but don’t let people hear it a thousand times unless you have something they really need to hear again… just keep the content fresh.