{"id":17978,"date":"2015-03-02T00:33:17","date_gmt":"2015-03-02T08:33:17","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=17978"},"modified":"2015-03-02T00:33:17","modified_gmt":"2015-03-02T08:33:17","slug":"car-dealer-radio-advertising-5","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2015\/03\/car-dealer-radio-advertising-5\/","title":{"rendered":"ANOTHER CAR DEALER WHO WILL SAY “I TRIED RADIO ADVERTISING\u2026”"},"content":{"rendered":"

“\u2026and it didn’t work.”<\/span><\/p>\n

\"car<\/a>Here’s another 15-second waste of radio advertising time for a car dealer<\/a>:<\/span><\/p>\nhttp:\/\/danoday.com\/blog\/wp-content\/uploads\/2015\/03\/Premier-Dodge.mp3<\/a><\/audio>\n

\u00a0<\/span><\/p>\n

The possibility that that spot was pasted together from a longer, perhaps more coherent commercial doesn’t excuse that monstrosity.<\/span><\/p>\n

Listeners don’t hear it as “part of a package the car dealer bought.” They hear \u2014 or ignore \u2014 it as a standalone radio ad, because that’s what it is.<\/span><\/p>\n

It begins with\u2026what else? The name of the advertiser. <\/span><\/p>\n

That tells the audience that this message isn’t about them.<\/em> It’s about Premier Dodge.<\/span><\/p>\n

The entire first sentence is nonsensical:<\/span><\/p>\n

“Premier Dodge, the auto dealer who values your time that can take you all the way to the Nascar Weekend in Las Vegas.”<\/span><\/p><\/blockquote>\n

Actually, that’s not a sentence. It’s just nonsensical.<\/span><\/p>\n

What the heck is that radio commercial about? <\/span><\/p>\n

The car dealership? <\/span><\/p>\n

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

Test drives? <\/span><\/p>\n

Maybe you’ll see that guy you don’t know in Las Vegas?<\/span><\/p>\n

“So what, Dan? What’s the problem? The advertiser isn’t complaining.”<\/span><\/em><\/p>\n

The problem is:<\/span><\/p>\n

1.\u00a0<\/strong> The advertiser is throwing his money away, and the radio station has a responsibility to help its clients make money with their advertising.<\/span><\/p>\n

2.\u00a0<\/strong> Every time your radio station airs a commercial like that one, it conditions the audience not to listen to any of your ads. <\/span><\/p>\n

It harms that one advertiser, it harms all your advertisers, and it harms your radio station by actively encouraging your listeners to tune out whenever a commercial begins to play on your station. \u00a0<\/span><\/p>\n

But the car dealer got to say his name on the radio, so I guess it was worth it.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

“\u2026and it didn’t work.” Here’s another 15-second waste of radio advertising time for a car dealer: \u00a0 The possibility that that spot was pasted together from a longer, perhaps more coherent commercial doesn’t excuse that monstrosity. Listeners don’t hear it as “part of a package the car dealer bought.” They hear \u2014 or ignore \u2014 […]<\/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-17978","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nANOTHER CAR DEALER WHO WILL SAY "I TRIED RADIO ADVERTISING\u2026"<\/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\/2015\/03\/car-dealer-radio-advertising-5\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ANOTHER CAR DEALER WHO WILL SAY "I TRIED RADIO ADVERTISING\u2026"\" \/>\n<meta property=\"og:description\" content=\"“\u2026and it didn’t work.” Here’s another 15-second waste of radio advertising time for a car dealer: \u00a0 The possibility that that spot was pasted together from a longer, perhaps more coherent commercial doesn’t excuse that monstrosity. 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