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URLS IN COMMERCIALS

QUESTION FOR DAN O’DAY:

What's your take on adding a client's web site address to a commercial? i.e.: "Check out our web site at www.rememberthis.com..."

Certainly it can be more valuable and more memorable than a phone number, unless of course the address is too cumbersome/convoluted/long; but this is becoming increasingly popular and I'd like to know your thoughts.

DAN REPLIES:

I'm a very strong proponent of a radio commercial delivering a single core message. If offering the URL will somehow enhance that core message, then by all means it makes sense to include it.

Maybe the sponsor is a "collectables" dealer that boasts of its huge selection of baseball trading cards. The core message of "huge selection" would be supported by ending the spot with, "For the world's largest collection of baseball cards, come to Ed's Collectables today...or browse through our entire trading card inventory at ."

On the other hand, if the commercial is for a local supermarket whose web page consists only of static, factual store information (address, phone number, hours of operation), I think you would be wasting valuable commercial (i.e., communication) time if you included the web address.

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