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.
