What makes a good radio ad?

According to Jim Elliott, Chief Judge of The Radio Mercury Awards, the foundation of great radio is really no different than what makes great advertising in any other medium. It starts with an original and compelling idea, converted into fantastic writing and storytelling that connects with people. What does make radio different?

“The best radio ideas are made for radio. They harness the power of audio and bring the listener in so that they can apply their own imagination to the experience.”

For the full story, along with what doesn’t make a good radio ad, watch the videos on ADWEEK.