McCrostie and Taylor dwelled on the different aspects that one needs to keep in mind before creating an ad for radio. Giving chronological turn of events in the FM (Frequency Modulation) sector in Britain, McCrostie said that in 1999 privatisation of FM took place. While in 2004, there were four FM stations making £100 million, in 2004 there were 21 FM stations making £1.25 billion. In 2005, the number of stations remained the same, but private FM revenues went up to £1.6 billion.

"An idea is absolutely everything in radio and that's what can make a campaign 500 per cent more effective," said McCrostie.

What works for a radio ad is - "A great idea, well crafted, that engages the audience and works." McCrostie listed the essential elements that made a good idea for a radio ad. They are:

• Writing and the performance
• Story telling
• Holding interest / engaging the listener
• Craftsmanship
• Idea/ engage/ entertain
• Sell the benefit of the product

Radio as a medium of communication is ubiquitous as one can listen to it in the car, bathroom, bedroom, kitchen and now even while on the move, on the mobile phone. "In the UK, 65 per cent listen to the radio in the car, 14 per cent listen to it in the bathroom, 65 per cent listen to it in the kitchen and 53 per cent in the bedroom," McCrostie said.

She also emphasised on the fact that radio has a relationship with the listener and one should make sure that the creative is absolutely relevant to the listener one is talking to. According to Radio Advertising Bureau's (RAB) Media Multiplier Study, if 10 per cent of a given TV budget is redeployed onto radio, the efficiency of the campaign in building awareness increases on average by 15 per cent.

Taylor listed pointers that one should keep in mind while doing production for radio. They are as follows:

• Have a pre-production meeting for the radio ad just as one would for a television ad
• Most of the hardwork should be done before one gets into the studio
• Be confident, not arrogant
• Know who you are working with
• Listen and learn
• Be tactical
• Shut up and let it happen!

McCrostie said, "Radio has an immediate and catalytical effect on audience than any other medium. If you fail to prepare; prepare to fail."

The duo also emphasised the fact that sonic logos had the highest opportunity for branding. Some international examples of sonic logos are Intel, McDonalds, Yahoo! and British Airways. Closer to home, one can say that Titan and Britannia sonic logos have been permanently etched in the consumer's mind.

Quoting Pirate Radio and Television partner Terry O'Reilly, McCrostie said, "You can build an entire career on radio only because so few people do it well."

Radio Mirchi chief operating officer Prashant Panday delighted the creative bunch from various agencies by announcing that if ever any agency had to present a radio spot to their clients, they could use Radio Mirchi's studio and equipment absolutely free of cost! Now that should be an incentive to create better ads for radio from now on!