{"id":18159,"date":"2015-05-04T00:29:11","date_gmt":"2015-05-04T07:29:11","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=18159"},"modified":"2015-05-04T00:29:11","modified_gmt":"2015-05-04T07:29:11","slug":"radio-advertising-bewildered","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2015\/05\/radio-advertising-bewildered\/","title":{"rendered":"RADIO ADVERTISING TIP: Don’t Bewilder the Audience"},"content":{"rendered":"

\"Radio<\/a>The opening line of a radio commercial is your one chance to command the attention of your targeted listeners.<\/span><\/p>\n

This spot begins in a manner that will<\/em> get the attention of some listeners. But once you’ve got their attention, you’ve got to keep<\/em> it\u2026.<\/span><\/p>\nhttp:\/\/danoday.com\/blog\/wp-content\/uploads\/2015\/05\/Morongo.mp3<\/a><\/audio>\n

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

What does that radio ad’s opening line have to do with Morongo Casino?<\/span><\/p>\n

My best guess: It’s delivered by the comedian whose name is mentioned at :18 (14 seconds after the opening line).<\/span><\/p>\n

That’s just a guess. At :14, they might be saying the name of another performer, for whom the :18 comedian is the opening act. Maybe the line is spoken by that other performer.<\/span><\/p>\n

Or maybe it’s not a person to whom they refer at :14. No matter how many times I listen, I can’t figure out what the female announcer is saying.<\/span><\/p>\n

—————–<\/span>
\nAfter a vigorous online forensic search to identify Morongo’s entertainment lineup at the time this commercial aired, I’ve managed to determine she was saying, “Comedian Ms. Pat performs\u2026.”<\/span>
\n—————–<\/span><\/p>\n

The line about being pulled over by a cop probably wasn’t spoken by “Ms. Pat.” So either it’s from the opening act, or it’s just something random thrown in by one of the people involved in creating this advertising mess.<\/span><\/p>\n

Within an appropriate context, that line could be funny. Of course, it would help if the producer didn’t choose to bury the punch line with drums. <\/span><\/p>\n

By the way, when you list “The Top 5 Reasons to Go to Morongo This Week,” you aren’t giving anyone any<\/em> reason to go. <\/span><\/p>\n

The Good News: None of those flaws damaged the effectiveness of this casino radio commercial<\/a>.\u00a0 The production (“We paid for this lame jingle, so we’re gonna use it!”) was so poor that no one tried to listen anyway.<\/span><\/p>\n

Recommended Radio Advertising Resources<\/span><\/h2>\n

Radio Copywriting Tip From An Acting Teacher<\/a>
\n<\/span><\/p>\n

How To Educate Your Radio Advertising Clients\u00a0<\/a>
\n<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

The opening line of a radio commercial is your one chance to command the attention of your targeted listeners. This spot begins in a manner that will get the attention of some listeners. But once you’ve got their attention, you’ve got to keep it\u2026. \u00a0 What does that radio ad’s opening line have to do […]<\/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-18159","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nRADIO ADVERTISING TIP: Don't Bewilder the Audience - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"description\" content=\"This radio commercial for Morongo Casino is an excellent example of copywriting that confuses the rare person who would attempt to listen to this ad at all.\" \/>\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\/05\/radio-advertising-bewildered\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RADIO ADVERTISING TIP: Don't Bewilder the Audience - 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