{"id":11984,"date":"2012-01-30T00:01:54","date_gmt":"2012-01-30T08:01:54","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=11984"},"modified":"2012-01-25T17:43:49","modified_gmt":"2012-01-26T01:43:49","slug":"one-water-australia-radio-ad","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2012\/01\/one-water-australia-radio-ad\/","title":{"rendered":"MONDAY RADIO COMMERCIAL SMACKDOWN: To Make A Difference, People Need To Hear You"},"content":{"rendered":"

Let’s pretend you’re listening to the radio.<\/p>\n

After you click the “Play” button below, look at something other than your computer monitor. Anything. (Very few people stare at their radios while listening.)<\/p>\n

<\/param><\/param><\/param><\/param><\/param><\/object><\/p>\n

Did you notice how difficult it was to focus on the message?<\/p>\n

Imagine the impact on a radio audience member who has absolutely no incentive to “listen” to the commercial. Instead, the spot needs to make itself heard, rather than hoping people listener hard enough.<\/p>\n

Why did this happen?<\/p>\n

Because they squeezed that script into a 30-second frame. The announcer had to talk much too fast for people to listen easily.<\/p>\n

The best solution would have been to make it a :60. Yes, most Australian radio spots are :30s. But they do have :60s.<\/p>\n

It’s possible that Nova 96.9 donated the air time and, as a rule, doesn’t “donate” 60-second spots. That doesn’t matter. Donating 30 seconds of ineffective advertising accomplishes only two goals:<\/p>\n

1.\u00a0 Makes the advertiser feel good.<\/p>\n

2.\u00a0 Allows the radio station to claim credit for public service.<\/p>\n

But imagine how immeasurably stronger the impact would’ve been if the announcer had been allowed 60 seconds in which to deliver that message.<\/p>\n

If it absolutely had<\/strong> to be a :30, then the copywriter needed to cut out half the copy.<\/p>\n

On, one more thing: What’s the Call To Action?<\/p>\n

Is the goal of this radio spot to get the listener to “look out for One Water at your local Woolworth’s”?<\/em><\/p>\n

Or is it to get the listener to “find out more”<\/em> by going to their website?<\/p>\n

An effective radio commercial needs exactly one Call To Action. This spot has one too many.<\/p>\n","protected":false},"excerpt":{"rendered":"

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