RADIO ADVERTISING CASE STUDY: Commercial Campaign for Car Dealer

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• Charles Adams August 7, 2017, 10:43 am

  Love Phyllis, You are right she pulls you in with her story the female announcer reset my brain counter to 000 when she came on.

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• Dan O'Day August 7, 2017, 11:25 am

  @Charles Adams: “Reset my brain” = good way to put it.

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• Bill Denkert August 7, 2017, 2:40 pm

  I’m a firm believer of making a commercial stand-out by not making it sound like a commercial. This one definitely stands-out!

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• Dan O'Day August 7, 2017, 2:47 pm

  @Bill Denkert: I agree, and it’s a sad commentary on the state of radio advertising that this commercial — just a regular person adlibbing (no doubt followed by lots of editing) stands out.

  (I trust that didn’t come out sounding negative about this spot, which obviously I really like.)

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• Justin Duty August 9, 2017, 4:26 pm

  When you have real people explaining why they choose to buy now, It turns into a relatable story of how the listener can get the same result.

  I’m very thankful to Dan and his input on this commercial. The whole process forever changed the way I produce. In the years since this production, I’ve turned everything into a testimonial.

  There are stories in my stop sets and listeners love the drama.

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• Dan O'Day August 9, 2017, 5:39 pm

  @Justin Duty: I love that line: “There are stories in my stop sets.” I’ve got to start using that, and pretty soon I’ll forget that I didn’t come up with it originally.

  Re: testimonials: As you know and have put into practice, there are lots of ways to use testimonials. The thing is, each of the real people you use have their own story. It’s always struck me as odd that most copywriters would rather invest their time & energy into creating a fake story, when there’s always a real, human story that can be told.

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