{"id":11104,"date":"2011-10-05T00:01:42","date_gmt":"2011-10-05T07:01:42","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=11104"},"modified":"2011-10-04T23:06:35","modified_gmt":"2011-10-05T06:06:35","slug":"test-radio-advertising","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2011\/10\/test-radio-advertising\/","title":{"rendered":"WHAT TO SAY TO THE CLIENT WHO WANTS TO “TEST” RADIO ADVERTISING"},"content":{"rendered":"

A Loyal Reader Writes:<\/strong><\/span><\/p>\n

“How do I explain to a stubborn client that ‘radio coupons’ don’t work? He loves the commercials that we have created for him, but insists that we insert ‘tell us you heard this on RADIO X and receive a free air filter, valued at up to $5.’<\/p>\n

“His reason for wanting to include this ‘coupon’ is that he believes it will tell him how many people listen to the station. I know this is bad on so many levels, not the least of which is that his offer is tepid at best.<\/p>\n

“I should add that he has made it clear that all future decisions to advertise on our station will be based on the results of this test.”<\/p><\/blockquote>\n

I’m going to address the second part of your question, because the first part \u2014 what do you say when an advertiser wants to use a “radio coupon” \u2014 already is covered quite well here<\/strong><\/a>.<\/p>\n

You say, “He has made it clear that all future decisions to advertise on our station will be based on the results of this test.”<\/em><\/p>\n

My advice is that you refuse to run his advertising under those circumstances.<\/p>\n

From what you say, he is insisting that your station pass a “test” that you are doomed to fail, because of the way he has constructed it.<\/p>\n

Tell him, “Save your money. What you are asking us to do is bad advertising, it’s bad business, it’ll make you sound foolish, and it won’t work.”<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

A Loyal Reader Writes: “How do I explain to a stubborn client that ‘radio coupons’ don’t work? He loves the commercials that we have created for him, but insists that we insert ‘tell us you heard this on RADIO X and receive a free air filter, valued at up to $5.’ “His reason for wanting […]<\/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-11104","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nWHAT TO SAY TO THE CLIENT WHO WANTS TO "TEST" RADIO ADVERTISING - 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\/10\/test-radio-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"WHAT TO SAY TO THE CLIENT WHO WANTS TO "TEST" RADIO ADVERTISING - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"A Loyal Reader Writes: “How do I explain to a stubborn client that ‘radio coupons’ don’t work? He loves the commercials that we have created for him, but insists that we insert ‘tell us you heard this on RADIO X and receive a free air filter, valued at up to $5.’ “His reason for wanting […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/danoday.com\/blog\/2011\/10\/test-radio-advertising\/\" \/>\n<meta property=\"og:site_name\" content=\"DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DanODayRadio\" \/>\n<meta property=\"article:published_time\" content=\"2011-10-05T07:01:42+00:00\" \/>\n<meta name=\"author\" content=\"Dan O'Day\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Dan_ODay\" \/>\n<meta name=\"twitter:site\" content=\"@Dan_ODay\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dan O'Day\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/10\\\/test-radio-advertising\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/10\\\/test-radio-advertising\\\/\"},\"author\":{\"name\":\"Dan O'Day\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#\\\/schema\\\/person\\\/afe504342187ed9676675802d9c9b19c\"},\"headline\":\"WHAT TO SAY TO THE CLIENT WHO WANTS TO “TEST” RADIO ADVERTISING\",\"datePublished\":\"2011-10-05T07:01:42+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/10\\\/test-radio-advertising\\\/\"},\"wordCount\":260,\"commentCount\":6,\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/10\\\/test-radio-advertising\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/10\\\/test-radio-advertising\\\/\",\"url\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/10\\\/test-radio-advertising\\\/\",\"name\":\"WHAT TO SAY TO THE CLIENT WHO WANTS TO \\\"TEST\\\" RADIO ADVERTISING - DAN O\u2019DAY TALKS ABOUT RADIO\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#website\"},\"datePublished\":\"2011-10-05T07:01:42+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#\\\/schema\\\/person\\\/afe504342187ed9676675802d9c9b19c\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/10\\\/test-radio-advertising\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/10\\\/test-radio-advertising\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/10\\\/test-radio-advertising\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/danoday.com\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"WHAT TO SAY TO THE CLIENT WHO WANTS TO “TEST” RADIO ADVERTISING\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/danoday.com\\\/blog\\\/\",\"name\":\"DAN O\u2019DAY TALKS ABOUT RADIO\",\"description\":\"Straight talk about radio programming, radio advertising, radio production...Well, you get the idea.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/danoday.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#\\\/schema\\\/person\\\/afe504342187ed9676675802d9c9b19c\",\"name\":\"Dan O'Day\",\"url\":\"https:\\\/\\\/danoday.com\\\/blog\\\/author\\\/assistant\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"WHAT TO SAY TO THE CLIENT WHO WANTS TO \"TEST\" RADIO ADVERTISING - DAN O\u2019DAY TALKS ABOUT RADIO","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/danoday.com\/blog\/2011\/10\/test-radio-advertising\/","og_locale":"en_US","og_type":"article","og_title":"WHAT TO SAY TO THE CLIENT WHO WANTS TO \"TEST\" RADIO ADVERTISING - DAN O\u2019DAY TALKS ABOUT RADIO","og_description":"A Loyal Reader Writes: “How do I explain to a stubborn client that ‘radio coupons’ don’t work? He loves the commercials that we have created for him, but insists that we insert ‘tell us you heard this on RADIO X and receive a free air filter, valued at up to $5.’ “His reason for wanting […]","og_url":"https:\/\/danoday.com\/blog\/2011\/10\/test-radio-advertising\/","og_site_name":"DAN O\u2019DAY TALKS ABOUT RADIO","article_publisher":"https:\/\/www.facebook.com\/DanODayRadio","article_published_time":"2011-10-05T07:01:42+00:00","author":"Dan O'Day","twitter_card":"summary_large_image","twitter_creator":"@Dan_ODay","twitter_site":"@Dan_ODay","twitter_misc":{"Written by":"Dan O'Day","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/danoday.com\/blog\/2011\/10\/test-radio-advertising\/#article","isPartOf":{"@id":"https:\/\/danoday.com\/blog\/2011\/10\/test-radio-advertising\/"},"author":{"name":"Dan O'Day","@id":"https:\/\/danoday.com\/blog\/#\/schema\/person\/afe504342187ed9676675802d9c9b19c"},"headline":"WHAT TO SAY TO THE CLIENT WHO WANTS TO “TEST” RADIO ADVERTISING","datePublished":"2011-10-05T07:01:42+00:00","mainEntityOfPage":{"@id":"https:\/\/danoday.com\/blog\/2011\/10\/test-radio-advertising\/"},"wordCount":260,"commentCount":6,"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/danoday.com\/blog\/2011\/10\/test-radio-advertising\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/danoday.com\/blog\/2011\/10\/test-radio-advertising\/","url":"https:\/\/danoday.com\/blog\/2011\/10\/test-radio-advertising\/","name":"WHAT TO SAY TO THE CLIENT WHO WANTS TO \"TEST\" RADIO ADVERTISING - DAN O\u2019DAY TALKS ABOUT RADIO","isPartOf":{"@id":"https:\/\/danoday.com\/blog\/#website"},"datePublished":"2011-10-05T07:01:42+00:00","author":{"@id":"https:\/\/danoday.com\/blog\/#\/schema\/person\/afe504342187ed9676675802d9c9b19c"},"breadcrumb":{"@id":"https:\/\/danoday.com\/blog\/2011\/10\/test-radio-advertising\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/danoday.com\/blog\/2011\/10\/test-radio-advertising\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/danoday.com\/blog\/2011\/10\/test-radio-advertising\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/danoday.com\/blog\/"},{"@type":"ListItem","position":2,"name":"WHAT TO SAY TO THE CLIENT WHO WANTS TO “TEST” RADIO ADVERTISING"}]},{"@type":"WebSite","@id":"https:\/\/danoday.com\/blog\/#website","url":"https:\/\/danoday.com\/blog\/","name":"DAN O\u2019DAY TALKS ABOUT RADIO","description":"Straight talk about radio programming, radio advertising, radio production...Well, you get the idea.","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/danoday.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/danoday.com\/blog\/#\/schema\/person\/afe504342187ed9676675802d9c9b19c","name":"Dan O'Day","url":"https:\/\/danoday.com\/blog\/author\/assistant\/"}]}},"_links":{"self":[{"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/posts\/11104","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/users\/22"}],"replies":[{"embeddable":true,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/comments?post=11104"}],"version-history":[{"count":5,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/posts\/11104\/revisions"}],"predecessor-version":[{"id":11109,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/posts\/11104\/revisions\/11109"}],"wp:attachment":[{"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/media?parent=11104"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/categories?post=11104"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/tags?post=11104"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}