Another in my series of brief yet relevant radio job descriptions….
The job description for a Radio Promotion Director:
To win as many new friends as possible for this radio station and to maintain and enhance our relationships with our existing friends…
…usually while also making money for the radio station.
What Most People Think of When They Think "Internet"?
When do you use an analogy?
When you want to communicate a concept that might otherwise be foreign to the other person.
The commercial:
The Incredibly Obvious Point:
No one in the target audience (i.e., Internet users) has any trouble grasping the concept of “unlimited Internet usage.”
Therefore, there is no need for an analogy to communicate the concept.
Successful Radio Advertising Intersects Common Human Behavior And Experience.
With apologies to our many friends in Argentina and in Uruguay (and to Robert Duvall), “Tango dancing” does not intersect the lives of most American radio listeners.
Most Americans never competed in a “Tango dance-off.” In fact, most Americans have pretty much no interest in Tango.
Advertising Doesn’t Get Much More Stupid Than This:
“Tango dancing doesn’t have limits; getting the Internet should be like tango dancing.”
Uh, yeah. Sure. Makes perfect sense.
As much sense as:
“You can’t dance the Tango without music; you shouldn’t be able to get the Internet without music.”
“You can’t dance the Tango without a partner; you shouldn’t be able to get the Internet without a partner.”
“Robert Duvall loves Tango; Robert Duvall should like getting the Internet.”
The Only Slightly More Subtle Point:
In a radio commercial, the picture you paint in the listener’s mind is what the listener will remember.
This inane advertisement for CLEAR paints the picture of…Some guy with a cliched accent, not dancing the Tango.
Your radio imaging should reflect the way your listeners want to see themselves.
That means occasionally foregoing the incredibly witty promo idea that happens to portray your listeners in a condescending or insulting manner.
Continuing with my brief yet relevant radio job descriptions….
The job description for the producer of a radio program that has a host (and is not self-produced):
1. To make every show a hit.
2. To make the star of the show shine.
Yeah, I know #2 grates on you. But there it is.
