{"id":15749,"date":"2013-09-09T00:01:22","date_gmt":"2013-09-09T07:01:22","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=15749"},"modified":"2013-09-08T20:29:44","modified_gmt":"2013-09-09T03:29:44","slug":"bad-radio-advertising-succeed","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2013\/09\/bad-radio-advertising-succeed\/","title":{"rendered":"HOW CAN “BAD” RADIO ADVERTISING SUCCEED?"},"content":{"rendered":"

At a couple of recent radio advertising seminars<\/a> I’ve been asked, “Why do so many businesses continue to do such terrible radio advertising?”<\/span><\/p>\n

Both times, “car dealers” were used as examples of businesses that spend huge amounts of money to broadcast lousy advertising.<\/span><\/p>\n

I offered the answers I’ve shared here previously \u2014 ignorance, ego, incompetence, naivete, etc.<\/span><\/p>\n

I also included another reason that I don’t think I’ve mentioned here before:<\/span><\/p>\n

In some cases, even bad advertising is better than no advertising at all.<\/span><\/p>\n

Screaming “Ed’s Used Cars! Ed’s Used Cars”<\/em> 20 times a day probably isn’t the smartest use of the medium.<\/span><\/p>\n

But screaming those words 20 times per day for a year will make Ed’s Used Cars more familiar to your listeners than if Ed never advertises to them at all.<\/span><\/p>\n

And everything else being equal, the car dealer you’ve heard of is more likely to get your business than one you’ve never heard of.<\/span><\/p>\n

So the car dealer does generate some business via those annoying, abusive commercials.<\/span><\/p>\n

And the car dealer thinks, “I sure do know how to make a radio commercial.”<\/span><\/p>\n

What he doesn’t know is how much more effective his advertising could be.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

At a couple of recent radio advertising seminars I’ve been asked, “Why do so many businesses continue to do such terrible radio advertising?” Both times, “car dealers” were used as examples of businesses that spend huge amounts of money to broadcast lousy advertising. I offered the answers I’ve shared here previously \u2014 ignorance, ego, incompetence, […]<\/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-15749","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nHOW CAN "BAD" RADIO ADVERTISING SUCCEED? - 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\/09\/bad-radio-advertising-succeed\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"HOW CAN "BAD" RADIO ADVERTISING SUCCEED? - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"At a couple of recent radio advertising seminars I’ve been asked, “Why do so many businesses continue to do such terrible radio advertising?” Both times, “car dealers” were used as examples of businesses that spend huge amounts of money to broadcast lousy advertising. 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