{"id":12457,"date":"2012-04-23T00:01:51","date_gmt":"2012-04-23T07:01:51","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=12457"},"modified":"2012-04-23T14:54:33","modified_gmt":"2012-04-23T21:54:33","slug":"10-second-radio-commercial-2","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2012\/04\/10-second-radio-commercial-2\/","title":{"rendered":"How NOT To Do A 10-Second Radio Commercial"},"content":{"rendered":"

Here’s the commercial.<\/p>\n

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

Question:<\/strong> How many times does that 10-second radio commercial have to air on a radio station while you’re listening before you actually hear, understand and remember the details the advertiser is trying to communicate?<\/p>\n

Answer:<\/strong> You’ll never get their message.<\/p>\n

Hint To belVita<\/strong>: In a radio commercial, don’t give your Call To Action (in this case, what to email and to where) before giving listeners a reason<\/strong> to take that action.<\/p>\n

\n

“Oh, but we also were running longer spots in other dayparts, so the short and the long ads combine to create one cohesive campaign.”<\/p>\n<\/blockquote>\n

Actually, I’m just guessing they ran longer spots. During the two hours I recorded this particular radio station, this was the only belVita commercial that aired.<\/p>\n

But expecting listeners to complete a mental jigsaw puzzle in order to hear your sales message is neither realistic nor smart.<\/p>\n","protected":false},"excerpt":{"rendered":"

Here’s the commercial. Question: How many times does that 10-second radio commercial have to air on a radio station while you’re listening before you actually hear, understand and remember the details the advertiser is trying to communicate? Answer: You’ll never get their message. Hint To belVita: In a radio commercial, don’t give your Call To […]<\/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-12457","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nHow NOT To Do A 10-Second Radio Commercial - 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\/2012\/04\/10-second-radio-commercial-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How NOT To Do A 10-Second Radio Commercial - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"Here’s the commercial. Question: How many times does that 10-second radio commercial have to air on a radio station while you’re listening before you actually hear, understand and remember the details the advertiser is trying to communicate? Answer: You’ll never get their message. 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