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Radio will not work every time even for Radio.
The big picture is that if you don't advertise then you dont get noticed. Advertising Radio on Radio will break the ice for the sales team and people will be receptive to listen (somewhere deep down there will be that voice that will tell them they should listen because they had heard that radio advertising is a good thing)
The best part about selling Radio on Radio is that if you have some creative minds you can designe an add for your station that stands out and have a double effect. As your Radio for Radio commercial and also as a catch station ID.
Advertising is such a complex word that I find it hard to xplain how it works. The complicated thing about advertising is that it influences cultural, social, and economic factors, and at the same time, these same factors influence advertising. It is similar to the paradox of which came first the chicken or the egg? So it is really hard to try and talk about advertising’s influences because it is a continual circle and everything is inter-related to each other.
I think the problem is that if you advertise radio on radio, you're preaching to the converted (as mentioned already). But if you advertise on other media, ethics won't allow you to highlight the benefits of radio to the detriment of other media. I wrote one of the ads that featured on the Word of Mouth CD, and afterwards, came up with a TV ad for radio (confusing, I know) that showed how radio could reach people where TV couldn't. Needless to say, the TV station didn't want to run it. I'd imagine it would be the same with press. So I guess at the end of the day, we're kind of stuck with radio, as other media will not let us advertise our competitive advantages.
In saying that 'if advertising for advertising does not work then what is to be said about normal advertising?', you must take into consideration that people who are considering advertising or who work for an advertising agency or medium, will be intrinsically more in tune with what goes on television, radio, print, internet, etc. This is because it is in their nature to naturally pay higher attention to or be interested in advertisements (for creative reasons and planning, etc). So in effect, advertising for advertising should be more effective than normal product advertising. Adrian McGruther