Straight talk about radio programming, radio advertising, radio production...Well, you get the idea.
It hasn’t occurred to me until now that there is one good side effect of radio’s consolidation:
It’s drastically cut down on the number of “those other stations are jerks” promos — because now “those other stations” are owned by the company that owns your (and all the other) stations.
Which leads to this commercial critique…
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When you post something on this blog, you retain the right to use your words elsewhere.
I get to use your words elsewhere, too: in a newsletter, book, 3-D hologram, major motion
picture, etc. I'm not saying I will, but it's possible.
But you don't get to take the stuff I write here – even if it's in response to something you
wrote – and use it elsewhere.
Just so you know.
Thanks,
Dan O'Day
{ 9 comments }
When the ‘big guy’ makes reference to the ‘little guy’, the ‘little guy’ gains creditability.
Definitely a dumb move!
Fundamentally agreed. Here are the respective challenges with Domino’s: 1) They a relentless over-tester of advertising; 2) They change advertising agencies like underwear–hence, often lousy advertising; 3) They must have been pummeled in surveys about the quality of their product, because they’ve recently been talking about how lousy their product used to be and how it’s now better. They were no doubt also losing market share to Papa John’s. The “We’re better than Papa John’s” would be a direct response. For anyone who’s predisposed to dislike Domino’s, these messages are making them think twice. I can also guarantee that if they don’t make the phone ring in short order, the commercials will evaporate.
Seems to me that a product that just came off a series of spots apologizing for sucking so much in the past has no business attacking other products. “Hey! Forget how bad WE admitted to sucking! Look! Papa Johns sucks HARDER!”
I think it’s good… for Papa John’s. Nobody’s going to care enough to remember what they’re saying about Papa, they’re just going to hear “Papa John’s” (twice!) + their slogan, and NEVER hear the name “Domino’s.” I know it’s TV, but shouldn’t you at least say your name once? Papa should send Domino’s a nice Thank You note, “Thanks for boosting our credibility!”
**Also, If we cared about taste we would eat pizza from a REAL pizzeria, or make it at home. We eat your pizza because you make it so damn cheap & convenient!
Mentioning your competition in an ad is risky. How many people can’t remember who paid for an ad, even when they can easily remember hearing it? So you put the name of your leading competitor in the ad and NOW the listener is REALLY confused.
It’s about as dumb as defining your product or service by telling people what it is NOT instead of telling what it is. What people really want to know is what does your product DO.
If you are just listening and you failed to see dominoes suddenly you hear papa johns. Hey,lets order pizza from papa johns.
“Bad Idea”For dominoes/great for papa johns.
Dan… You did not state your position on the idea of a smaller brand with far less mind share taking aim at the market leader. Are you saying it’s only a bad practice for the top brand, or any brand?
@Bill: It can work, and it has worked in the past. Unlike the market leader, the smaller brand has nothing to lose.
How about the concept that after viewing this the first time, I really thought it was a commercial for Papa Johns…
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