Here’s an example of a common radio advertising problem. Usually, though, you hear this in small-to-medium market, station-produced spots.
“What’s the problem, Dan? I thought that was mildly amusing.”
Here’s the problem:
What selling points can you recall immediately after hearing that advertisement?
“Target pharmacy”? Okay, good.
And what else?
You didn’t mention “Pharmacy Rewards,” whereby “you just enroll, fill 5 eligible prescriptions, and get 5% off a day of shopping.” (Huh??)
Or that “this October, one refill counts as two.” (I think they mean one refill counts as 2 of the 5 prescriptions needed to get 5% off a day of shopping.)
Or that you should “transfer your prescription to a Target pharmacy today.”
Why didn’t you remember the rest of that stuff? Because this commercial isn’t about “Target pharmacy” or “Pharmacy Rewards” or “saving 5%” or “transferring your prescriptions to Target.”
This radio commercial presents the story of two radio commercial announcers, one of whom keeps trying to deliver his lines while the other keeps interrupting.
That’s what you pictured. And what you picture is what you remember from a radio commercial.
She could’ve been excited about Target’s plenty of free parking or new credit card or new, lower prices, and it wouldn’t have changed the story or the pictures you mentally made.
Note: The voice actors were much better than the copy — especially the male announcer. Perhaps that’s because he was given a more realistic character to work with: a guy good-naturedly trying to do his job, rather than an announcer who is so ecstatic over Target’s Pharmacy Rewards that she fails to do her own.
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What a mess. Dan, you often talk about the importance of having a single core message (see, I have been paying attention). 🙂 This commercial has, what…four or five, maybe six? (I heard something about dinner, new shoes, a car full of groceries). It was way too “all over the road.” With that prescription offer good only through October, I would’ve spent the entire :30 focused just on that limited-time offer (and its actual solid deadline) and how it would benefit the consumer.
Too much focus on all the details an options instead of the immediate impact on her life. A lot of work for 5% savings – in some place other than the pharmacy. My Target Visa is simple. Spend any money any time, get 5% knocked off at the register. The only delay in gratification is how much time it takes me to check out. Bang.
Too much focus on all the details an options instead of the immediate impact on her life.
A lot of work for 5% savings – in some place other than the pharmacy.
My Target Visa is simple. Spend any money any time, get 5% knocked off at the register. The only delay in gratification is how much time it takes me to check out. Bang.
Too much focus on all the details an options instead of the immediate impact on her life. A lot of work for 5% savings – in some place other than the pharmacy. My Target Visa is simple. Spend any money any time, get 5% knocked off at the register. The only delay in gratification is how much time it takes me to check out. Bang.
And even more than too many details, this reminds me of how often the client wants a ‘funny’ commercial – and stresses that to the salesperson (and then onto me) more than anything else. Small market clients almost always think that funny=successful – while their ad invariably ends up being neither.
Invest. In yourself, your talent, your station. I just listened to a few hours of Dan and Dick Orkin teach techniques for writing copy that create an emotional bond with the listener. (Dan’t NOT paying me, btw) I think it was Creative Summit 2000. This commerical isn’t going to create an emotional bond with anyone.
Dan has often talked about the importance of having a single core message. This commercial has, what…five, six, seven? (I heard something about dinner, new shoes, a cart full of groceries?). It’s just way too “all over the road.” With that October prescription offer, I would’ve spent the entire :30 focused on that limited-time promotion and how it would benefit the customer. Although I personally can’t see the benefit. Like Jim, I also have the Target “REDcard” which saves me 5% off my purchases whenever I’m there, so their offer of “5 prescriptions to save 5% off a day of shopping” says nothing to me (of course, even for customers who WOULD be interested and COULD benefit from that offer, the commercial still says nothing to them because it’s such a mess).