Here’s an opening line that could be used for any retailer…
…which means it’s worthless.
Do people patronize Petsmart for “great values”? No, people shop at Petsmart for pet supplies.
Here comes the clue train.
If you could take the opening line of the commercial you just wrote and slap it onto another, totally unrelated spot, you’ve got the beginning of a bad commercial.
“Great values start at Sears.”
“Great values start at Wendy’s.”
“Great values start at Walgreens.”
Bad commercials start with bad copywriting.
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but bad copywriting abounds in commerical radio..why is that?
does bad copywriting really matter? has the public become so jaded that all they need to hear is “petsmart” and”sale”and off they go? or do they tune them out all together?
for that matter, for a national campaign, does any national chain do a blitz radio campaign and can really measure the results and return on investment or just buy radio because it’s part of a bigger campaign with TV?
some things to ponder.