Why business has to make life better - values matter

Values really matter. People want to make a difference and feel proud of who they work for. Aditya Birla example of corporate responsibility and community involvement. Increasing motivation, winning war for talent, staff and customer retention and stronger brand and corporate image. Work of AIDS charity ACET as expression of corporate responsibility. Conference keynote speaker and Futurist Dr Patrick Dixon.

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.