{"id":11527,"date":"2011-11-16T00:01:09","date_gmt":"2011-11-16T08:01:09","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=11527"},"modified":"2011-11-15T21:29:44","modified_gmt":"2011-11-16T05:29:44","slug":"radio-advertising-challenge-2","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2011\/11\/radio-advertising-challenge-2\/","title":{"rendered":"RADIO ADVERTISING CHALLENGE: Can You Spot The “Idiot?”"},"content":{"rendered":"

Longtime radio friend Ed Brown<\/strong><\/span> \u2014 a former O’LINERS<\/em> subscriber and owner of THIS BUSINESS OF RADIO PROGRAMMIN<\/a>G<\/em> in its original printing \u2014 shared this with me a while ago.<\/p>\n

“A local agency that is really a glorified buying service was soliciting our help to pitch an area spa.<\/p>\n

“After reviewing their creative (which was anything but), where the copy referred to the listener in the third person, I offered a brief critique.<\/p>\n

“I said that besides not connecting with the listener at all, the copy offered no benefit for the listener, no reason to patronize that spa. Give that soccer mom a reason why she should take time out of her busy day, and money out of her bank account, to have some laser process or cellulite reduction done.<\/p>\n

“The agency’s response was, ‘Let’s not assume the listeners are idiots. They can figure out why they should come to this spa.’ “<\/p><\/blockquote>\n

Well, of course.<\/p>\n

I guess it’s the consumers’ job to figure out why they should patronize a particular business.<\/p>\n

And the commercial exists to…um…I dunno, act as an auditory brochure.<\/p>\n

1)\u00a0 Spa<\/p>\n

2)\u00a0 Agency<\/p>\n

3)\u00a0 Radio station<\/p>\n

4)\u00a0 Audience<\/p>\n

Which one of those four qualifies as (to use the agency’s term) the “idiot”?<\/p>\n","protected":false},"excerpt":{"rendered":"

Longtime radio friend Ed Brown \u2014 a former O’LINERS subscriber and owner of THIS BUSINESS OF RADIO PROGRAMMING in its original printing \u2014 shared this with me a while ago. “A local agency that is really a glorified buying service was soliciting our help to pitch an area spa. “After reviewing their creative (which was […]<\/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-11527","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nRADIO ADVERTISING CHALLENGE: Can You Spot The "Idiot?" - 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\/11\/radio-advertising-challenge-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RADIO ADVERTISING CHALLENGE: Can You Spot The "Idiot?" - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"Longtime radio friend Ed Brown \u2014 a former O’LINERS subscriber and owner of THIS BUSINESS OF RADIO PROGRAMMING in its original printing \u2014 shared this with me a while ago. “A local agency that is really a glorified buying service was soliciting our help to pitch an area spa. “After reviewing their creative (which was […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/danoday.com\/blog\/2011\/11\/radio-advertising-challenge-2\/\" \/>\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=\"2011-11-16T08:01:09+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\\\/11\\\/radio-advertising-challenge-2\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/11\\\/radio-advertising-challenge-2\\\/\"},\"author\":{\"name\":\"Dan O'Day\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#\\\/schema\\\/person\\\/afe504342187ed9676675802d9c9b19c\"},\"headline\":\"RADIO ADVERTISING CHALLENGE: Can You Spot The “Idiot?”\",\"datePublished\":\"2011-11-16T08:01:09+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/11\\\/radio-advertising-challenge-2\\\/\"},\"wordCount\":210,\"commentCount\":6,\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/11\\\/radio-advertising-challenge-2\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/11\\\/radio-advertising-challenge-2\\\/\",\"url\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/11\\\/radio-advertising-challenge-2\\\/\",\"name\":\"RADIO ADVERTISING CHALLENGE: Can You Spot The \\\"Idiot?\\\" - 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