There are two types of advertising campaigns to create impact: sales activation campaigns and brand building campaigns. What's the difference between the two?

Guest blogger Christopher Smith is a Writer and Brand Creative Group Head at The Richards Group, specializing in producing award-winning work for clients who want to combine high-level brand building with effective, agile retail messaging. Here are a few of his guidelines for best practices that brands can use to create effective AM/FM radio ads.

In an exclusive creative study conducted in partnership with audio testing experts VERITONIC, we examine what is arguably the “best of the best” in the audio world by focusing on ads from the most prestigious advertising and creative award shows in the Audio Effectiveness 2018 Report for Creative Excellence Awards.

Should AM/FM radio ad copy be informational and make a factual case for brands? Or should ads employ storytelling that evokes consumer emotion? Different kinds of copy produce difference results. Here's how.

“No one can build a brand with audio” is a misconception in the media world, especially when it comes to building auto brands. In fact, tons of brands -- including Subaru -- are building their brands with audio.

Congrats to SUBWAY on earning the title of 2015 Marketer of the Year at this year's Radio Mercury Awards. CMO Tony Pace talks about how the company uses personality endorsements within radio programming such as the NFL.