{"id":2210,"date":"2009-09-28T00:05:48","date_gmt":"2009-09-28T07:05:48","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=2210"},"modified":"2009-09-27T19:56:31","modified_gmt":"2009-09-28T02:56:31","slug":"radio-commercial-goodwill","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2009\/09\/radio-commercial-goodwill\/","title":{"rendered":"MONDAY RADIO COMMERCIAL SMACKDOWN: A Thought-By-Thought Play-By-Play"},"content":{"rendered":"

\"radio<\/p>\n

\n

Time for another look at award winning radio commercials \u2014 spotlighting the good and the bad from the 2007 Radio Mercury Awards<\/p>\n

This one was a finalist in the “PSA” category.<\/p>\n

<\/embed><\/object>\n<\/p>\n

As I listened to this spot, my reactions were as follows.<\/p>\n

1)\u00a0 “Good grief. A computer voice from the 1980s?? How relatable is that?”<\/p>\n

2)\u00a0 “Oh, wait. These are supposed<\/strong> to be old computers. Okay.”<\/p>\n

3)\u00a0 “They’re getting me to picture those old computers.” (I have half a dozen that I keep around, “just in case.”) The humor is a bit lame, but they are<\/strong> getting me to listen to the voices, which in turn trigger visual images of the computer-like devices.<\/p>\n

4)\u00a0 “Oh, now they’re giving me a good reason to act on the sales message: I can get rid of those old computers and<\/strong> help the environment. Not bad.”<\/p>\n

5)\u00a0 “Wow, they’re raising one of the biggest objections targeted listeners have to acting on this sales message: fear of their old computer files being perused by strangers.<\/p>\n

‘All of the data on your hard drive will be cleaned out or destroyed.’<\/p><\/blockquote>\n

“The spot sounds a bit lame, but all that matters is whether it causes the targeted listener to act. These guys know what they’re doing.”<\/p>\n

6)\u00a0 “Oh, my God! Now they’re scaring the listener with the very objection they just overcame!<\/p>\n

‘I still know your personal information and all the sites you used to go to.’<\/p><\/blockquote>\n

“Are they nuts??”<\/p>\n

They came so close. But in a misguided effort to be funny \u2014 a goal they never achieved, by the way \u2014 they brought the targeted listeners to the brink of taking action…and scared them away.<\/p>\n

Sad.<\/p>\n","protected":false},"excerpt":{"rendered":"

Time for another look at award winning radio commercials \u2014 spotlighting the good and the bad from the 2007 Radio Mercury Awards This one was a finalist in the “PSA” category. As I listened to this spot, my reactions were as follows. 1)\u00a0 “Good grief. A computer voice from the 1980s?? How relatable is that?” […]<\/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-2210","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nMONDAY RADIO COMMERCIAL SMACKDOWN: A Thought-By-Thought Play-By-Play - 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-commercial-goodwill\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MONDAY RADIO COMMERCIAL SMACKDOWN: A Thought-By-Thought Play-By-Play - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"Time for another look at award winning radio commercials \u2014 spotlighting the good and the bad from the 2007 Radio Mercury Awards This one was a finalist in the “PSA” category. 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