{"id":13234,"date":"2012-10-15T00:01:42","date_gmt":"2012-10-15T07:01:42","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=13234"},"modified":"2025-05-18T00:32:15","modified_gmt":"2025-05-18T07:32:15","slug":"target-radio-commercial","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2012\/10\/target-radio-commercial\/","title":{"rendered":"MONDAY RADIO COMMERCIAL SMACKDOWN: Target Misses By Not Realizing What Story They&#8217;re Telling"},"content":{"rendered":"<p>Here&#8217;s an example of a common radio advertising problem. Usually, though, you hear this in small-to-medium market, station-produced spots.<\/p>\n<div style=\"width: 1280px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-13234-1\" width=\"1280\" height=\"720\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/danoday.com\/blog\/wp-content\/uploads\/2012\/10\/radio-commercial-critique-target-pharmacy.mp4?_=1\" \/><a href=\"https:\/\/danoday.com\/blog\/wp-content\/uploads\/2012\/10\/radio-commercial-critique-target-pharmacy.mp4\">https:\/\/danoday.com\/blog\/wp-content\/uploads\/2012\/10\/radio-commercial-critique-target-pharmacy.mp4<\/a><\/video><\/div>\n<p><em>&#8220;What&#8217;s the problem, Dan? I thought that was mildly amusing.&#8221;<\/em><\/p>\n<p>Here&#8217;s the problem:<\/p>\n<p>What selling points can you recall immediately after hearing that advertisement?<\/p>\n<p>&#8220;Target pharmacy&#8221;? Okay, good.<\/p>\n<p>And what else?<\/p>\n<p>You didn&#8217;t mention &#8220;Pharmacy Rewards,&#8221; whereby &#8220;you just enroll, fill 5 eligible prescriptions, and get 5% off a day of shopping.&#8221; (Huh??)<\/p>\n<p>Or that &#8220;this October, one refill counts as two.&#8221; (I <strong>think<\/strong> they mean one refill counts as 2 of the 5 prescriptions needed to get 5% off a day of shopping.)<\/p>\n<p>Or that you should &#8220;transfer your prescription to a Target pharmacy today.&#8221;<\/p>\n<p>Why didn&#8217;t you remember the rest of that stuff? Because this commercial isn&#8217;t about &#8220;Target pharmacy&#8221; or &#8220;Pharmacy Rewards&#8221; or &#8220;saving 5%&#8221; or &#8220;transferring your prescriptions to Target.&#8221;<\/p>\n<p>This radio commercial presents the story of two radio commercial announcers, one of whom keeps trying to deliver his lines while the other keeps interrupting.<\/p>\n<p>That&#8217;s what you pictured. And what you picture is what you remember from a radio commercial.<\/p>\n<p>She could&#8217;ve been excited about Target&#8217;s plenty of free parking or new credit card or new, lower prices, and it wouldn&#8217;t have changed the story or the pictures you mentally made.<\/p>\n<p><strong>Note:<\/strong> The voice actors were much better than the copy \u2014 especially the male announcer. Perhaps that&#8217;s because he was given a more realistic character to work with: a guy good-naturedly trying to do his job, rather than an announcer who is so ecstatic over Target&#8217;s Pharmacy Rewards that she fails to do her own.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Here&#8217;s an example of a common radio advertising problem. Usually, though, you hear this in small-to-medium market, station-produced spots. &#8220;What&#8217;s the problem, Dan? I thought that was mildly amusing.&#8221; Here&#8217;s the problem: What selling points can you recall immediately after hearing that advertisement? &#8220;Target pharmacy&#8221;? Okay, good. And what else? You didn&#8217;t mention &#8220;Pharmacy Rewards,&#8221; [&hellip;]<\/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-13234","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>MONDAY RADIO COMMERCIAL SMACKDOWN: Target Misses By Not Realizing What Story They&#039;re Telling - 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\/10\/target-radio-commercial\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MONDAY RADIO COMMERCIAL SMACKDOWN: Target Misses By Not Realizing What Story They&#039;re Telling - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"Here&#8217;s an example of a common radio advertising problem. 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