If the goal of a radio commercial is to get the targeted listener to go to a website, here’s the radio advertising rule:
Don’t give the website until you’ve made that listener want to know how to get what you’re offering.
This radio advertiser gets it right:
They didn’t need to give the URL more than once, because they’d been repeating the product name throughout the spot…and the product name also, conveniently, comprises the URL.
My instinct tells me, however, that they should have given the Web address a second time, spelling it out:
“T-A-X…A-C-T…DOT-COM.
Offhand, I can’t think of how people commonly would misspell “tax-act.” And perhaps they track their user logs for misspelled searches and have determined that very few people do spell it wrong.
Which would mean they should ignore my instinct and stick to their Web stats.
