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Most radio copywriters just don’t understand:

The images a commercial paints in the listener’s mind are the only things the listener will remember.

If those images don’t contain the actual sales message — the results of the product or service being advertised — then it doesn’t matter what “information” the announcer or the spot attempts to give.

For example,this McDonald’s radio commercial

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  • adamg June 30, 2014, 10:48 am

    Politics. Could it somehow be..though crazy thought here that McDonalds care less about makings of the the commercial but that there is one? Look at the makings of their food products…That does not takeaway from your great perspective..it just is sad they don’t care.Who could care and have a name that can demand great things in this world and get it if they cared?So, then when unsuspecting and greatly influenced young “copywriters” /Sales folk look for a model they see McDonals-“Oh they must be The Right Stuff”. Sadder.

  • Lee Heft July 8, 2014, 8:33 am

    I am curious what was “lousy” about the opening line?

  • Lee Heft July 15, 2014, 11:46 am

    I am curious what was “lousy” about the opening line?

  • Ted Baker July 28, 2014, 2:15 pm

    “Get ready” combined with the snooty pronunciation of “frappe.” How do I get ready for a new menu item at a fast food joint?