This radio commercial was produced either by a Los Angeles radio station or by a Southern California advertising agency.
Now that you’ve heard it….
What can you recall from that commercial that has anything to do with the targeted listener’s life?
My favorite part (you’ll need to go back and listen for it): the comparison of the advertiser’s prices to those of Tiffany’s, followed by this disclaimer: “Qualities vary.”
I’m pretty sure that means, “Our prices our lower, and so is our quality!”
“I tried radio, and it didn’t work….”
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Another dumb radio commercial. More wasted advertising money. This may attract a number of people, but for the most part, it’s just another screaming list of crap that gives radio advertising a bad rep.
It’s not showing up Dan…can you repost?
Too many items. Too many numbers. I’ve listened to it 3 times. I think they’re trying to say they sell jewellery for less – like 80 percent less!
I’m not into jewellery but my wife is, and if they’d talked to me about getting something for her I might have listened and acted on it.
But nope they just dove in with “Save up to 80 percent buying factory direct”.
“Hey honey, here’s a ring – 80 percent off – and oh, happy birthday!”
“Qualities vary” and “restrictions apply” tells me I might end up paying more.
If you’re going to take 60 seconds to advertise why not explain how “qualities vary” may mean more for you and spell out the “restrictions”.
I find legal disclaimers can be the most interesting aspect of a product or service. Sometimes explaining them gives the listener a reason to act on it immediately.
I guess they’re talking to people who know a lot about jewellery. Their name, “The Jewellery Exchange”, tells you they don’t have any personality. They’re strictly about selling volume.
I did get twice the selection at half the price… Maybe that phrase needed repeating. Thats about all I got listening once.
Conversely if this was grocery items, I could probably get into it.
I hate the grocery ads that are all fluff about how the chain loves you and then only mentions one or two prices, (and some were 60 seconds long like Kroger used to do on radio!)
This is just another example of having a client that wants every price and feature and advantage listed in 60 sec. It sells nothing. Probably, also a case where the agency didn’t have the nerve to suggest there might be a better way to get business.