{"id":16242,"date":"2013-12-04T00:01:50","date_gmt":"2013-12-04T08:01:50","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=16242"},"modified":"2013-12-04T00:08:22","modified_gmt":"2013-12-04T08:08:22","slug":"radio-advertising-idiot","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2013\/12\/radio-advertising-idiot\/","title":{"rendered":"CAN YOU SPOT THE RADIO ADVERTISING “IDIOT”?"},"content":{"rendered":"

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

A Radio Station Creative Director Writes:<\/span><\/strong><\/span><\/p>\n

“A local advertising agency that is really a glorified buying service was soliciting our station’s help to pitch an area spa. <\/span><\/p>\n

“After reviewing their creative (which was anything but), I offered a brief critique of their radio commercial script. <\/span><\/p>\n

“I said that besides not connecting with the listener at all, the copy offered no benefit for the listener, no reason to patronize that spa. They should give that soccer mom a reason why she should take time out of her busy day, and money out of her bank account, to have some laser process or cellulite reduction done. <\/span><\/p>\n

“The agency’s response was, ‘Let’s not assume the listeners are idiots. They can figure out why they should come to this spa.’ \u201d<\/span><\/p><\/blockquote>\n

Well, of course.<\/span><\/p>\n

I guess it’s the consumers’ job to figure out why they should patronize a particular business. <\/span><\/p>\n

And the commercial exists to…um…I dunno, act as an auditory brochure.<\/span><\/p>\n