{"id":17677,"date":"2014-11-17T00:05:13","date_gmt":"2014-11-17T08:05:13","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=17677"},"modified":"2014-11-17T00:05:13","modified_gmt":"2014-11-17T08:05:13","slug":"italian-radio-commercial-critique","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2014\/11\/italian-radio-commercial-critique\/","title":{"rendered":"RADIO COMMERCIAL CRITIQUE – ITALIAN RESTAURANT"},"content":{"rendered":"

\"Italian<\/a>
\nJimmy Hill<\/strong><\/span> of Bristol Broadcasting submitted two radio commercials for critiquing.<\/span><\/p>\n

\n

“I’ve produced a 5-unit campaign for this client. Although the client insists that these spots are effective for them, I have serious doubts that I’m hitting the mark with respect to what I’ve tried to follow after reviewing Dan O’Day instructional pieces.”<\/span><\/p>\n<\/blockquote>\n

Here is one of the spots from the Italian restaurant’s radio campaign.<\/span><\/p>\nhttp:\/\/danoday.com\/blog\/wp-content\/uploads\/2014\/11\/VitosPizza-JimmyHeil.mp3<\/a><\/audio>\n


\nBefore I begin this critique, let’s return to your statement that “the client insists that these spots are effective for them.”<\/span><\/p>\n

If the client truly means “effective” \u2014 if it’s driving traffic to the restaurant and increasing his business \u2014 then keep on doing it.<\/span><\/p>\n

I suspect, however, that what the client actually means is, “I like those radio ads, and people have told me how funny they are!”<\/span><\/p>\n

If that’s the case, you still<\/span><\/em> should keep doing it, because the client is happy.<\/span><\/p>\n

But I doubt he’s actually making a positive return on his advertising investment.<\/span><\/p>\n

The “lame imitation of The Godfather” is a trite, nonsensical approach to advertising an Italian restaurant.<\/span><\/p>\n

Effective restaurant advertising sells the experience<\/span><\/em> the guest will have when dining there. I suspect the real dining experience at Vito’s doesn’t include oddball mafiosos.<\/span><\/p>\n

Much of the dialogue of the “Godfather” imitation is incomprehensible to the listener.\u00a0<\/span><\/p>\n

A radio commercial for a restaurant should have a single Core Message<\/strong> \u2014\u00a0the one thing you want the targeted listener to hear, to understand and to remember.<\/span><\/p>\n

Here are the potential core messages in this spot:<\/span><\/p>\n