{"id":11034,"date":"2011-09-21T00:19:39","date_gmt":"2011-09-21T07:19:39","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=11034"},"modified":"2011-09-21T00:19:39","modified_gmt":"2011-09-21T07:19:39","slug":"radio-commercial-success-2","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2011\/09\/radio-commercial-success-2\/","title":{"rendered":"HOW CAN A RADIO COMMERCIAL SUCCEED IF YOU DON’T “REMEMBER” IT?"},"content":{"rendered":"

Recently a reader was startled when I said, “A good radio commercial isn’t one that entertains. Contrary to popular belief, it isn’t even one that people remember. A good commercial (in any medium) is one that motivates the targeted listener to act<\/strong>.”<\/em><\/p>\n

The reader responded, “Surely you have to remember something about it in order to act?”<\/em><\/p>\n

Certainly: You need to remember the communication it delivered.<\/p>\n

The only thing you have to remember about a commercial is the actual sales message.<\/p>\n

The commercial is simply the delivery system for the sales message.<\/p>\n

Example:<\/strong><\/p>\n

Let’s say the commercial’s Call To Action is, “So the next time you need milk, look for Super Dairy Milk in the bright orange container.”<\/em><\/p>\n

You’re in the supermarket’s Dairy section, shopping list in hand.<\/p>\n

Your list includes, “Milk.”<\/p>\n

You look up and notice a bright orange container with the name, “Super Dairy Milk.”<\/p>\n

Hmmm. That milk is supposed to be good.<\/p>\n

You compare prices and see it doesn’t cost more than the other milk brands on the shelf.<\/p>\n

You reach for the Super Dairy Milk and check your list for the next item.<\/p>\n

But it’s entirely possible that you don’t<\/strong> remember the ads you’ve heard for Super Dairy Milk.<\/p>\n

Now, to bring you to that point, the advertisement did need to give you a reason<\/strong> to choose Super Dairy Milk. It needed to do so convincingly.<\/p>\n

The spot needed to attract your attention.<\/p>\n

It needed to communicate what I call the “core message” clearly.<\/p>\n

And utilizing one of radio’s great strengths, Frequency, it communicated that message to you repeatedly.<\/p>\n

Although of course as a copywriter I enjoy people telling me they loved my commercial, I’m more interested in learning whether it motivated them to act on the sales message.<\/p>\n

As David Ogilvy<\/strong><\/span> said, “Don’t tell me you liked my ad. Tell me you bought the product.”<\/p>\n

Finally, if you look at my original words you’ll note that I didn’t say it’s bad<\/strong> for people to remember your commercial. Of course not.<\/p>\n

But plenty of misguided souls judge the “success” of their radio advertising on how many people remember \u2014 or “like” \u2014 the commercials.<\/p>\n

I can reel off a long list of radio and television commercials many people remember with great fondness \u2014 but which failed to make the cash register ring for the advertiser.<\/p>\n

Typically, those commercials win awards and new business for the ad agency that created them. Even if the client for whom the commercials were made went bankrupt.<\/p>\n

(Sadly, that is not an exaggerated scenario.)<\/p>\n","protected":false},"excerpt":{"rendered":"

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A good commercial (in any medium) is one that motivates the targeted listener to act.” The reader responded, “Surely you have to remember something about it in order […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-11034","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nHOW CAN A RADIO COMMERCIAL SUCCEED IF YOU DON'T "REMEMBER" IT? - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2011\/09\/radio-commercial-success-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"HOW CAN A RADIO COMMERCIAL SUCCEED IF YOU DON'T "REMEMBER" IT? - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"Recently a reader was startled when I said, “A good radio commercial isn’t one that entertains. 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