{"id":13673,"date":"2012-12-19T00:30:00","date_gmt":"2012-12-19T08:30:00","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=13673"},"modified":"2012-12-19T00:30:36","modified_gmt":"2012-12-19T08:30:36","slug":"radio-advertising-newspaper","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2012\/12\/radio-advertising-newspaper\/","title":{"rendered":"RADIO ADVERTISING vs. NEWSPAPER AD ILLUSTRATIONS"},"content":{"rendered":"

\u00a0A Loyal Reader writes:<\/span><\/strong><\/span><\/p>\n

“Recently you said a newspaper can’t motivate consumers to buy. What about a beautiful picture of a meal, for instance, with a caption ‘two main courses for the price of one’? Might that make their mouths start watering and motivate them?” <\/span><\/p><\/blockquote>\n

A beautiful picture of a meal might remind me of something I enjoy. But if the enjoyment of that kind of food is not already within my realm of experience, it won’t remind me and it won’t make me desire it, either. <\/span><\/p>\n

For example…<\/span><\/p>\n

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

That’s a picture of pasteis de nata,<\/em> a delicacy created by a pastry chef at Lisbon’s Pasteis de Belem bakery in 1837. <\/span><\/p>\n

Does it make your mouth water? Not if you’ve never eaten one before.<\/span><\/p>\n

A few years ago I spoke at a radio event in Lisbon and then stayed on to present some programming seminars for Portugal’s national radio stations (RDP). <\/span><\/p>\n

I was introduced to pasteis de nata when I found two awaiting me as a welcome gift in my hotel room.<\/span><\/p>\n

I discovered more in the hotel’s Executive Lounge.<\/span><\/p>\n

I thought they were really good… <\/span><\/p>\n

…until I went to the Pasteis de Belem<\/span> and had one fresh out of the oven. Astonishingly delectable.<\/span><\/p>\n

Before I’d first encountered pasteis de nata, that photograph would have had no effect on me.<\/span><\/p>\n

But after I’d experienced it, the picture has me salivating.<\/span><\/p>\n

If you’re ever in Lisbon, trust me: Go to the Pasteis de Belem and try it for yourself. <\/span><\/p>\n

If perchance one person reading this plans to visit Lisbon for the first time soon, my description might motivate you to try a pasteis de nata.<\/span><\/p>\n

On the other hand, if you’d never tasted or even heard of it, a photograph in a newspaper wouldn’t whet your appetite or make you want to visit the Belem section of Lisbon to try one.<\/span><\/p>\n

But in a radio commercial, you can do exactly what I’ve done here: Speak directly to the listener in a personal, human manner…And make the listener think, “Hmmm…Sounds good! I’d like to try one.”<\/em><\/span><\/p>\n

At its best, radio advertising is a trusted friend or advisor, whispering in your ear.<\/span><\/p>\n

“Try the pasteis de nata…..Try the pasteis de nata…..Try the pasteis de nata….”<\/span><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

\u00a0A Loyal Reader writes: “Recently you said a newspaper can’t motivate consumers to buy. What about a beautiful picture of a meal, for instance, with a caption ‘two main courses for the price of one’? Might that make their mouths start watering and motivate them?” A beautiful picture of a meal might remind me of […]<\/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-13673","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nRADIO ADVERTISING vs. NEWSPAPER AD ILLUSTRATIONS - 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\/12\/radio-advertising-newspaper\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RADIO ADVERTISING vs. NEWSPAPER AD ILLUSTRATIONS - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"\u00a0A Loyal Reader writes: “Recently you said a newspaper can’t motivate consumers to buy. 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