DAN O’DAY TALKS ABOUT RADIO

MONDAY RADIO COMMERCIAL SMACKDOWN: Guess The Mystery Advertiser

by Dan O'Day on February 27, 2012

The following is not a parody of bad radio advertising. It’s the beginning of a real radio commercial airing in Los Angeles.

So that’s what separates the advertiser from all the other businesses in the world.

Their customers look for great value without compromising quality. (This advertiser bravely goes against the tide of businesses that promise “poor quality at rip-off prices.”)

They offer their customers “the quality” they’ve “come to expect.” (What businesses don’t offer their customers the quality they’ve come to expect?)

Forget about identifying the advertiser. What about narrowing it down to, say, fewer than 100 product or service categories?

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(video) JOHN FROST – NEW MUSIC RADIO IMAGING

by Dan O'Day on February 24, 2012

More inspiration from the amazing John Frost, with quick, punchy imaging for new music/rock radio stations.

If you cannot view the above video, please use this alternate player.

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JOB DESCRIPTION: THE RADIO PERSONALITY

by Dan O'Day on February 23, 2012

Earlier this week I published a 3-point description of the radio program director’s job.

Here’s a practical look at the Radio Personality’s job.

1. To establish a strong, personal bond with as many listeners as possible.

2. To keep people listening longer than they planned.

3. To get listeners to return tomorrow.

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BROADCAST THIS RADIO COMMERCIAL… AND PAY A $4,000 FINE FOR EACH BROADCAST

by Dan O'Day on February 22, 2012

A Loyal Reader Asks:

“Does the client’s name need to be in the body of the commercial? (XYZ Company) wants us to run a commercial advertising that they have brought Hollywood agents to town and this is your chance to see if you ‘have it’.

“But they request we NOT put their name in the commercial. Does XYZ Company have to be named in the commercial if that is the name of the client paying for the advertisement? Is it required by the FCC that the advertiser be named in their commercial?”

Obvious Disclaimer: I’m not a lawyer, I’m not dispensing legal advice, consult your attorney, blah blah blah.

And The Answer Is…

Yes.

The identity of the advertiser must be made clear within the commercial.

If you say, “Sears proudly announcers their Winter White Sale,” it’s obvious the commercial is presented by Sears. So there’s no need to add a tag, “This commercial paid for by Sears, Inc.”

But if XYZ Company is the name of company buying the commercial, then that has to be made clear within the commercial.

And by the way….

The advertiser doesn’t want anyone to know they’re the people paying for the commercial? I smell trouble.

I’m sure, of course, that XYZ Company is a very reputable company with a sterling reputation.

I’m sure it’s nothing like the scurrilous, contemptible businesses described in this L.A. Times article.

I can imagine some other company, however, in some other market, running such a commercial…

…It turning out that the “become a star” ploy was bogus and maybe even resulting in lawsuits…

…And if the radio station were found to be complicit in illegally hiding from the consumer public the identity of the advertiser….

Well, that certainly would be a mess, wouldn’t it?

Another thing:

The Federal Communications Commission might decide to fine your radio station $4,000 for each time it ran that commercial. Just ask WLS/Chicago.

And finally:

If your station agrees to air this rip-off campaign and then gets stiffed when the “don’t let people know who we are!” advertiser goes bankrupt, this blog is not the place for your station’s owner or managers to come looking for sympathy.

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FEEDBACK: Diagnosing Radio Campaign Problems; The Measurement So Few Sales Managers Take; 4-Question Radio Advertising Expert Quiz

by Dan O'Day on February 22, 2012

The latest issue of my Radio Advertising Letter features a creative services director’s explanation to a sales manager of why one campaign succeeded while another failed; a discussion of one thing radio sales managers should (but rarely) measure; and my own 4-Question Radio Advertising Quiz.

This posting is for subscribers to add their own comments….

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