{"id":11766,"date":"2011-12-15T00:01:56","date_gmt":"2011-12-15T08:01:56","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=11766"},"modified":"2011-12-11T20:15:47","modified_gmt":"2011-12-12T04:15:47","slug":"radio-advertising-recall","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2011\/12\/radio-advertising-recall\/","title":{"rendered":"RADIO ADVERTISING RECALL REPORT"},"content":{"rendered":"

\"radio<\/a><\/p>\n

A Loyal Reader forwarded an e-mail from his station’s consulting firm:<\/p>\n

“Dan \u2014 Have you seen this? I would like to get your opinion on it before I can report back to the boss with my recommendations.”<\/em><\/p>\n

The consulting firm had summarized what it felt were the study’s key points:<\/p>\n

“More words are better than fewer words, all else being equal.”<\/p>\n

“More brand mentions are better, especially early in the copy.”<\/p>\n

“Straight voice and ‘sing and sell’ techniques were weak.”<\/p>\n

“Simply duplicating a TV soundtrack was weak.”<\/p>\n

“Ads of 45 seconds or more in length were more effective.”<\/p><\/blockquote>\n

In addition to the consultant’s summary, I read the entire original report. While in no way attacking the report, I don’t see much that can be used.<\/p>\n

Most of it refers to very old studies of questionable validity.<\/p>\n

And they refer to “recall,” not effectiveness. Those two terms are not<\/strong> interchangeable.<\/p>\n

More words are better than fewer words, all else being equal.<\/p><\/blockquote>\n

The problem with that statement is: “All else” never is equal.<\/p>\n

You might say, for example, “More words are better than fewer words, assuming the two versions are equal in dramatic impact.”<\/em><\/p>\n

But often to make a greater dramatic impact, you need to use fewer words.<\/p>\n

More brand mentions are better, especially early in the copy.<\/p><\/blockquote>\n

Again, that’s just to try to get people to “recall” the brand.<\/p>\n

That doesn’t mean they’re at all motivated to buy it.<\/p>\n

Frequently mentioning the brand name early in the copy, however, usually does scream to the listener, “This message is all about us! It has nothing to do with you! Carry on with your life as we continue to babble about ourselves.”<\/em><\/p>\n

Straight voice and “sing and sell” techniques were weak.<\/p><\/blockquote>\n

If by “straight voice” they mean an “announcer” delivering an announcer-ish reading, I agree.<\/p>\n

But does “straight voice” include one person talking directly to the listener in a compelling, relevant manner?<\/p>\n

Simply duplicating a TV soundtrack was weak.<\/p><\/blockquote>\n

I agree completely.<\/p>\n

Ads of 45 seconds or more in length were more effective.<\/p><\/blockquote>\n

…which is why I teach, “The more you tell, the more you sell.”<\/p>\n

Frankly, I really don’t see where any of this merits a meeting in your station. But you’ve asked for my opinion, so there it is.<\/p>\n","protected":false},"excerpt":{"rendered":"

A Loyal Reader forwarded an e-mail from his station’s consulting firm: “Dan \u2014 Have you seen this? I would like to get your opinion on it before I can report back to the boss with my recommendations.” The consulting firm had summarized what it felt were the study’s key points: “More words are better than […]<\/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-11766","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nRADIO ADVERTISING RECALL REPORT - 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\/12\/radio-advertising-recall\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RADIO ADVERTISING RECALL REPORT - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"A Loyal Reader forwarded an e-mail from his station’s consulting firm: “Dan \u2014 Have you seen this? I would like to get your opinion on it before I can report back to the boss with my recommendations.” The consulting firm had summarized what it felt were the study’s key points: “More words are better than […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/danoday.com\/blog\/2011\/12\/radio-advertising-recall\/\" \/>\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=\"2011-12-15T08:01:56+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2011\/12\/Report.jpg\" \/>\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=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/12\\\/radio-advertising-recall\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/12\\\/radio-advertising-recall\\\/\"},\"author\":{\"name\":\"Dan O'Day\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#\\\/schema\\\/person\\\/afe504342187ed9676675802d9c9b19c\"},\"headline\":\"RADIO ADVERTISING RECALL REPORT\",\"datePublished\":\"2011-12-15T08:01:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/12\\\/radio-advertising-recall\\\/\"},\"wordCount\":379,\"commentCount\":1,\"image\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/12\\\/radio-advertising-recall\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/danoday.com\\\/blog\\\/wp-content\\\/uploads\\\/2011\\\/12\\\/Report.jpg\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/12\\\/radio-advertising-recall\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/12\\\/radio-advertising-recall\\\/\",\"url\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/12\\\/radio-advertising-recall\\\/\",\"name\":\"RADIO ADVERTISING RECALL REPORT - DAN O\u2019DAY TALKS ABOUT RADIO\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/12\\\/radio-advertising-recall\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/12\\\/radio-advertising-recall\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/danoday.com\\\/blog\\\/wp-content\\\/uploads\\\/2011\\\/12\\\/Report.jpg\",\"datePublished\":\"2011-12-15T08:01:56+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#\\\/schema\\\/person\\\/afe504342187ed9676675802d9c9b19c\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/12\\\/radio-advertising-recall\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/12\\\/radio-advertising-recall\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/12\\\/radio-advertising-recall\\\/#primaryimage\",\"url\":\"http:\\\/\\\/danoday.com\\\/blog\\\/wp-content\\\/uploads\\\/2011\\\/12\\\/Report.jpg\",\"contentUrl\":\"http:\\\/\\\/danoday.com\\\/blog\\\/wp-content\\\/uploads\\\/2011\\\/12\\\/Report.jpg\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2011\\\/12\\\/radio-advertising-recall\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/danoday.com\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"RADIO ADVERTISING RECALL REPORT\"}]},{\"@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":"RADIO ADVERTISING RECALL REPORT - 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\/12\/radio-advertising-recall\/","og_locale":"en_US","og_type":"article","og_title":"RADIO ADVERTISING RECALL REPORT - DAN O\u2019DAY TALKS ABOUT RADIO","og_description":"A Loyal Reader forwarded an e-mail from his station’s consulting firm: “Dan \u2014 Have you seen this? I would like to get your opinion on it before I can report back to the boss with my recommendations.” The consulting firm had summarized what it felt were the study’s key points: “More words are better than […]","og_url":"https:\/\/danoday.com\/blog\/2011\/12\/radio-advertising-recall\/","og_site_name":"DAN O\u2019DAY TALKS ABOUT RADIO","article_publisher":"https:\/\/www.facebook.com\/DanODayRadio","article_published_time":"2011-12-15T08:01:56+00:00","og_image":[{"url":"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2011\/12\/Report.jpg","type":"","width":"","height":""}],"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":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/danoday.com\/blog\/2011\/12\/radio-advertising-recall\/#article","isPartOf":{"@id":"https:\/\/danoday.com\/blog\/2011\/12\/radio-advertising-recall\/"},"author":{"name":"Dan O'Day","@id":"https:\/\/danoday.com\/blog\/#\/schema\/person\/afe504342187ed9676675802d9c9b19c"},"headline":"RADIO ADVERTISING RECALL REPORT","datePublished":"2011-12-15T08:01:56+00:00","mainEntityOfPage":{"@id":"https:\/\/danoday.com\/blog\/2011\/12\/radio-advertising-recall\/"},"wordCount":379,"commentCount":1,"image":{"@id":"https:\/\/danoday.com\/blog\/2011\/12\/radio-advertising-recall\/#primaryimage"},"thumbnailUrl":"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2011\/12\/Report.jpg","inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/danoday.com\/blog\/2011\/12\/radio-advertising-recall\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/danoday.com\/blog\/2011\/12\/radio-advertising-recall\/","url":"https:\/\/danoday.com\/blog\/2011\/12\/radio-advertising-recall\/","name":"RADIO ADVERTISING RECALL REPORT - DAN O\u2019DAY TALKS ABOUT RADIO","isPartOf":{"@id":"https:\/\/danoday.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/danoday.com\/blog\/2011\/12\/radio-advertising-recall\/#primaryimage"},"image":{"@id":"https:\/\/danoday.com\/blog\/2011\/12\/radio-advertising-recall\/#primaryimage"},"thumbnailUrl":"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2011\/12\/Report.jpg","datePublished":"2011-12-15T08:01:56+00:00","author":{"@id":"https:\/\/danoday.com\/blog\/#\/schema\/person\/afe504342187ed9676675802d9c9b19c"},"breadcrumb":{"@id":"https:\/\/danoday.com\/blog\/2011\/12\/radio-advertising-recall\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/danoday.com\/blog\/2011\/12\/radio-advertising-recall\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/danoday.com\/blog\/2011\/12\/radio-advertising-recall\/#primaryimage","url":"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2011\/12\/Report.jpg","contentUrl":"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2011\/12\/Report.jpg"},{"@type":"BreadcrumbList","@id":"https:\/\/danoday.com\/blog\/2011\/12\/radio-advertising-recall\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/danoday.com\/blog\/"},{"@type":"ListItem","position":2,"name":"RADIO ADVERTISING RECALL REPORT"}]},{"@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\/11766","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=11766"}],"version-history":[{"count":8,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/posts\/11766\/revisions"}],"predecessor-version":[{"id":11775,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/posts\/11766\/revisions\/11775"}],"wp:attachment":[{"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/media?parent=11766"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/categories?post=11766"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/tags?post=11766"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}