{"id":1673,"date":"2009-09-23T00:05:25","date_gmt":"2009-09-23T07:05:25","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=1673"},"modified":"2009-09-16T21:52:15","modified_gmt":"2009-09-17T04:52:15","slug":"radio-coupons","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2009\/09\/radio-coupons\/","title":{"rendered":"WHY YOU SHOULD AVOID “RADIO COUPONS”"},"content":{"rendered":"

\"radioA loyal reader writes:<\/strong><\/span><\/p>\n

I’m a production director and one of my Account Executives has a client that is INSISTING on a radio coupon (by the way, it’s an additional 5% off \u2014 BIG DEAL).<\/p>\n

I’ve told the client NO on several separate occasions.\u00a0 Finally I was overruled by my station owner.\u00a0 He told the AE to include the radio coupon in the ad and write the client a letter stating that this won’t work.\u00a0 I still think we should stand firm, but he’s the owner.<\/p>\n

My purpose for writing is I would like your permission to include an excerpt from HOW TO EDUCATE YOUR CLIENTS<\/em><\/strong><\/a> about radio coupons in this “letter to the client”.\u00a0 (I added a 4th reason at the end – see below).\u00a0 The entire excerpt is below.<\/p>\n

RADIO COUPONS
\nby Dan O\u2019Day<\/strong><\/span><\/p>\n

\u201cMention Radio X and you\u2019ll also receive….\u201d
\n\u201cTell us you heard this radio commercial, and….\u201d
\n\u201cAsk about our \u2018radio special,\u2019 and….\u201d<\/p>\n

In \u201cthe business,\u201d it\u2019s known as a radio coupon.\n<\/p>\n

Why Your Advertisers Want To Do This<\/strong><\/span><\/p>\n

Your advertisers have an excellent reason for wanting to include such a line in their commercials:<\/p>\n

They want accountability and they want some concrete way to measure the effectiveness of their radio campaigns.<\/p>\n

Why You Never Should Allow It<\/strong><\/span><\/p>\n

It seems logical to them, but there are four good reasons why you shouldn\u2019t allow them on your station:<\/p>\n

1.\u00a0 They don\u2019t work.
\n2.\u00a0 They make your client sound cheesy.
\n3.\u00a0 They make your station sound cheesy.
\n4.\u00a0 THEY DON’T WORK.<\/p><\/blockquote>\n

\n

Sure…Go ahead! (My book goes also explains the reasons behind those reasons.)<\/p>\n","protected":false},"excerpt":{"rendered":"

“Radio Coupons” \u2014 Dan O’Day explains why you shouldn’t allow your advertisers to use them in their commercials.<\/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-1673","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nWHY YOU SHOULD AVOID "RADIO COUPONS" - 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\/2009\/09\/radio-coupons\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"WHY YOU SHOULD AVOID "RADIO COUPONS" - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\""Radio Coupons" \u2014 Dan O'Day explains why you shouldn't allow your advertisers to use them in their commercials.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/danoday.com\/blog\/2009\/09\/radio-coupons\/\" \/>\n<meta property=\"og:site_name\" content=\"DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DanODayRadio\" \/>\n<meta property=\"article:published_time\" content=\"2009-09-23T07:05:25+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2009\/09\/Coupons.jpg\" \/>\n<meta name=\"author\" content=\"Dan O'Day\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Dan_ODay\" \/>\n<meta name=\"twitter:site\" content=\"@Dan_ODay\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dan O'Day\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2009\\\/09\\\/radio-coupons\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2009\\\/09\\\/radio-coupons\\\/\"},\"author\":{\"name\":\"Dan O'Day\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#\\\/schema\\\/person\\\/afe504342187ed9676675802d9c9b19c\"},\"headline\":\"WHY YOU SHOULD AVOID “RADIO COUPONS”\",\"datePublished\":\"2009-09-23T07:05:25+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2009\\\/09\\\/radio-coupons\\\/\"},\"wordCount\":271,\"commentCount\":6,\"image\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2009\\\/09\\\/radio-coupons\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/danoday.com\\\/blog\\\/wp-content\\\/uploads\\\/2009\\\/09\\\/Coupons.jpg\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/danoday.com\\\/blog\\\/2009\\\/09\\\/radio-coupons\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2009\\\/09\\\/radio-coupons\\\/\",\"url\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2009\\\/09\\\/radio-coupons\\\/\",\"name\":\"WHY YOU SHOULD AVOID \\\"RADIO COUPONS\\\" - 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