The radio commercial:
Probably someone at the radio station is being rewarded for selling 15-second spots…or, at least, for “bonusing” the :15s and convincing the client that these commercials have value.
Probably someone at the ad agency is being rewarded by the client for “getting the radio station to throw in a lot of additional advertisements for you” at no extra charge.
*43% of the commercial goes by before the listener has any idea what it’s about.
“Total enjoyment”? No.
“Your neighborhood Toyota dealership”? Nope.
It’s about “free tickets to the L.A. County Fair.”
Yes, the entire commercial is badly written. But even a bad copywriter should be able to begin a spot in a way that’s at least a little bit likely to attract the attention of the targeted listener.
*The 43% figure is based on the actual running time of this radio spot: 14 seconds.
Comments on this entry are closed.
Sadly, most listeners have already pushed the button when something like this comes on,, programmers are sneaky now, instead of backselling/front selling, live promo the station event into the spot break, they simply go straight to commercial because a “consultant” has told them this is the way to get listeners to stay with the station through the break..
Personally, and I guess I’m old school on this, is that I would rather the personality talk about the radio station and how it’s benefiting the listener then entice them to continue to listening by, oh I don’t know giving something of value away or registering a listener to a flyaway to an exotic location.. but that’s just me.