{"id":19000,"date":"2016-03-14T00:08:31","date_gmt":"2016-03-14T07:08:31","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=19000"},"modified":"2016-03-14T00:08:31","modified_gmt":"2016-03-14T07:08:31","slug":"radio-commercial-99-cents","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2016\/03\/radio-commercial-99-cents\/","title":{"rendered":"WAS THIS RADIO COMMERCIAL CREATED FOR 99 CENTS ONLY?"},"content":{"rendered":"<p style=\"padding-left: 30px;\"><em><span style=\"font-size: 14pt;\"><a href=\"http:\/\/store.danoday.com\" rel=\"attachment wp-att-19008\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19008\" src=\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2016\/03\/99-Cents-Only-Stores-320.jpg\" alt=\"99 Cents Only Stores radio advertising\" width=\"320\" height=\"208\" srcset=\"https:\/\/danoday.com\/blog\/wp-content\/uploads\/2016\/03\/99-Cents-Only-Stores-320.jpg 320w, https:\/\/danoday.com\/blog\/wp-content\/uploads\/2016\/03\/99-Cents-Only-Stores-320-300x195.jpg 300w\" sizes=\"auto, (max-width: 320px) 100vw, 320px\" \/><\/a>&#8220;Hey, my nephew is a musician. Let&#8217;s have him write<br \/>\na jingle for our radio commercials!&#8221;<\/span><\/em><\/p>\n<p><span style=\"font-size: 14pt;\">Perhaps how this embarrassingly bad spot came to be.<\/span><\/p>\n<p><audio class=\"wp-audio-shortcode\" id=\"audio-19000-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/danoday.com\/blog\/wp-content\/uploads\/2016\/03\/99-cent-store-KRTH-216.mp3?_=1\" \/><a href=\"https:\/\/danoday.com\/blog\/wp-content\/uploads\/2016\/03\/99-cent-store-KRTH-216.mp3\">https:\/\/danoday.com\/blog\/wp-content\/uploads\/2016\/03\/99-cent-store-KRTH-216.mp3<\/a><\/audio><br \/>\n<span style=\"font-size: 14pt;\">I don&#8217;t know if the <a href=\"http:\/\/danoday.com\/blog\/2015\/04\/copyrighted-music-commercials\/\">music for that radio ad<\/a> was written by a relative, a major advertising agency, or some guy they found on CraigsList.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">But it was created with no discernible strategy.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">The music doesn&#8217;t reflect the types of products 99\u00a2 Only Stores sell; 77% of their net sales comes from food\/grocery, household\/ housewares and health &amp; beauty care products.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Nor is there reason to believe the music emotionally resonates with the advertiser&#8217;s targeted consumer audience.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">So why is it there? Good question.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Why is that guy yelling at the listener? To be heard over the music.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Because you&#8217;ve already forgotten, I&#8217;ll remind you that this particular spot touted Maybelline and L&#8217;Oreal mascara, Cover Girl pressed powder, and Revlon beauty products.<\/span><\/p>\n<p><strong><span style=\"font-size: 14pt;\"><a href=\"http:\/\/danoday.com\/maximum-radio-advertising\">Radio Advertising Guideline<\/a>:<\/span><\/strong><\/p>\n<h2 style=\"text-align: center;\"><span style=\"color: #800000;\"><strong><span style=\"font-size: 14pt;\">Music Should Be Used in a Radio Commercial Only if it Enhances the Emotional Impact of the Sales Message.<\/span><\/strong><\/span><\/h2>\n<p><span style=\"font-size: 14pt;\"><span style=\"color: #800000;\"><strong>Footnote #1:<\/strong> <\/span>Years ago, a &#8220;99 Cent&#8221; store in Los Angeles held a &#8220;going out of business&#8221; sale.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">A huge sign above the store proclaimed, &#8220;10% off every item in the store!&#8221;<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">I couldn&#8217;t help thinking, &#8220;If people aren&#8217;t buying your stuff for 99 cents, I&#8217;m not sure how many will stand in line to buy your stuff for 89.1 cents.&#8221; <\/span><\/p>\n<p><span style=\"font-size: 14pt;\"><span style=\"color: #800000;\"><strong>Footnote #2<\/strong><\/span> \u2014 from our &#8220;People Who Just Don&#8217;t Understand the Concept&#8221; Department.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">While enjoying a New England breakfast at a small diner in Hartford, Connecticut, I notice the sign above a retail outlet across the street:<a href=\"http:\/\/danoday.com\/radio-copywriting-system\" rel=\"attachment wp-att-19009\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19009\" src=\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2016\/03\/1-and-Up-sign-480.png\" alt=\"$1-and-Up retail advertising sign\" width=\"480\" height=\"270\" srcset=\"https:\/\/danoday.com\/blog\/wp-content\/uploads\/2016\/03\/1-and-Up-sign-480.png 480w, https:\/\/danoday.com\/blog\/wp-content\/uploads\/2016\/03\/1-and-Up-sign-480-300x169.png 300w\" sizes=\"auto, (max-width: 480px) 100vw, 480px\" \/><\/a><\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;Hey, my nephew is a musician. Let&#8217;s have him write a jingle for our radio commercials!&#8221; Perhaps how this embarrassingly bad spot came to be. I don&#8217;t know if the music for that radio ad was written by a relative, a major advertising agency, or some guy they found on CraigsList. But it was created [&hellip;]<\/p>\n","protected":false},"author":30,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-19000","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>WAS THIS RADIO COMMERCIAL CREATED FOR 99 CENTS ONLY?<\/title>\n<meta name=\"description\" content=\"&quot;Hey, my nephew is a musician. 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