{"id":14988,"date":"2013-07-01T00:01:42","date_gmt":"2013-07-01T07:01:42","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=14988"},"modified":"2013-07-11T08:08:09","modified_gmt":"2013-07-11T15:08:09","slug":"t-mobile-radio-commercial","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2013\/07\/t-mobile-radio-commercial\/","title":{"rendered":"MONDAY RADIO COMMERCIAL SMACKDOWN: T-Mobile Has A Communication Problem"},"content":{"rendered":"

First, the radio commercial.<\/span><\/p>\n

 <\/p>\n

Now that you’ve listened to it, make a list of every picture you recall seeing in your mind’s eye. <\/span><\/p>\n

Seriously. Take just a moment to jot down whatever pictures you recall making during that spot.
\n<\/span><\/p>\n

Here’s what I recall:
\n<\/span><\/p>\n

Two guys talking<\/span><\/p>\n

A car<\/span><\/p>\n

The Bahamas<\/span><\/p>\n

I admit I cheated: I had to make myself listen two additional times, because my mind kept finding other, more interesting things to pay attention to. <\/span><\/p>\n

Most radio audience members, of course, aren’t similarly motivated to force themselves to listen to an advertisement.<\/span><\/p>\n

How about you? Perhaps you remembering seeing an elevator. <\/span><\/p>\n

Before we identify The Big Thing This Campaign’s Creators Don’t Understand, a couple of notes.<\/span><\/p>\n

1.\u00a0<\/strong> This is another example of a radio copywriter using a commercial to illustrate, via metaphor, something the audience already understands: a good deal vs. a bad deal. <\/span><\/p>\n

Instead, they should’ve spent that time showing us what a terrific deal the advertiser is offering us.<\/span><\/p>\n

2.\u00a0<\/strong> “We’re here at the ballpark.”<\/span><\/p>\n

Why??<\/span><\/p>\n

Other than altering the sound effects, how would this spot have been different if they’d been “here in a supermarket parking lot” or “here at the bus station” or “here at a flea market”?<\/span><\/p>\n

The Big Thing This Campaign’s Creators Don’t Understand About Radio Advertising<\/strong>
\n<\/span><\/p>\n

For a radio commercial to succeed, the targeted listener must mentally picture<\/strong> what is being sold. <\/span><\/p>\n

In some cases, it’s enough to picture the product. Usually, they must picture the results<\/strong> of the product or service.<\/span><\/p>\n

You didn’t picture “up to 500 megabytes at high speed while on T-Mobile’s advanced nationwide network for just 50 bucks a month plus taxes and fees,”<\/em> because you can’t<\/strong> see that in your mind’s eye.<\/span><\/p>\n

They relied solely on words (no pictures) to deliver the sales message. And not one of those ineffectual words was about the benefits<\/strong> of “up to 500 megabytes at high speed while on T-Mobile’s advanced nationwide network for just 50 bucks a month plus taxes and fees.”<\/span><\/p>\n

Presumably, there are<\/strong> benefits to the consumer. <\/span><\/p>\n

But did you picture any of them as that auditory mess rushed past your ears?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

First, the radio commercial.   Now that you’ve listened to it, make a list of every picture you recall seeing in your mind’s eye. Seriously. Take just a moment to jot down whatever pictures you recall making during that spot. Here’s what I recall: Two guys talking A car The Bahamas I admit I cheated: […]<\/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-14988","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nMONDAY RADIO COMMERCIAL SMACKDOWN: T-Mobile Has A Communication Problem - 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\/2013\/07\/t-mobile-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: T-Mobile Has A Communication Problem - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"First, the radio commercial.   Now that you’ve listened to it, make a list of every picture you recall seeing in your mind’s eye. 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