What Makes Radio Commercials Effective?

Based on a real case, this article discusses the relevance of radio advertising in the age of ever growing advertising mediums. We recently started a radio advertisement campaign on CBS KFWB Los Angeles. KFWB 980 is one of the largest radio stations in the city known for its second largest media market in the world. This was the first time we prepared a script for a station with million + listeners. So far, we ran 2 separate spots. Interestingly, one worked and the other didn't.