Interesting, isn’t it? Sixty years of scientifically controlled experiments, studies and tests have proven brainstorming to be significantly less effective than individual effort but the brainstorming myth just won’t go away.

Bad radio ads fail because they say nothing of consequence to the listener.

Good radio ads fail because they are scheduled to reach too many people with too little repetition. Radio scheduling decisions guided by a consideration of Gross Rating Points are virtually guaranteed to reach too many people with too little repetition (frequency.)