{"id":31,"date":"2008-07-07T00:05:00","date_gmt":"2008-07-07T07:05:00","guid":{"rendered":"http:\/\/danoday.com\/blogWORDPRESS\/2008\/07\/07\/monday-commercial-smackdown-as-a-bonus-well-throw-in-10-seconds-of-worthlessness\/"},"modified":"2008-07-07T00:05:00","modified_gmt":"2008-07-07T07:05:00","slug":"monday-commercial-smackdown-as-a-bonus-well-throw-in-10-seconds-of-worthlessness","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2008\/07\/monday-commercial-smackdown-as-a-bonus-well-throw-in-10-seconds-of-worthlessness\/","title":{"rendered":"MONDAY COMMERCIAL SMACKDOWN: "As A Bonus, We’ll Throw In 10 Seconds of Worthlessness.""},"content":{"rendered":"

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

This is the kind of junk that some stations use either to:<\/p>\n

* Build up a package<\/p>\n

or<\/span><\/p>\n

* Sell every second they can squeeze out of their broadcast time<\/p>\n

or<\/span><\/p>\n

* Both.<\/p>\n

The overall impact is what radio promotion wiz Paige Nienaber<\/a> (when talking about most station remotes) likens to “a mugging”: You’re listening for the music or the traffic report or the news when suddenly something hits you over the head… and then it’s over before you even know what happened.<\/p>\n

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

<\/param><\/param><\/param><\/param><\/param><\/embed><\/param><\/object><\/span><\/div>\n


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

Reading, Not Selling<\/span><\/p>\n

It’s delivered in a monotone by someone who simply is reading copy. No offense intended to her. She’s just doing what she’s been told is her job: “Read this.”<\/p>\n

Too bad no one told her, “Sell this.” Or even “Communicate this.”<\/p>\n

And, of course, being forced to cram so many words into such a small time frame almost always handicaps the voiceover performance.<\/p>\n

The Goal of A Commercial’s Opening Line<\/span><\/p>\n

In any commercial, the opening line should attract the attention of the target audience. That’s even more important in such a brief spot. But this one begins with pure confusion.<\/p>\n

There are 3 possible targets for this commercial:<\/p>\n

1. Members of Alaska Airlines’ frequent flyer program<\/p>\n

2. People who fly those routes. Whichever those routes are. You listened to it once? Okay, you tell me: What routes are they talking about?
<\/span><\/p>\n

“But Dan, that’s not fair! You’re ignoring the value of repetition in a radio campaign.”<\/p><\/blockquote>\n

Sorry, someone not hearing your commercial 100 times is no more valuable than not hearing it just once.<\/p>\n

3. People who fly those routes but are not yet members of Alaska Airlines’ frequent flyer program<\/p>\n

Which of the those 3 is the actual target audience? Who knows? Who cares? Beginning a commercial with those words won’t attract anyone’s attention.<\/p>\n

Too Much<\/span><\/p>\n

Too much information. Too many words. Too confusing. Too fast.<\/p>\n

Too bad.<\/p>\n

This is the kind of crap that trains listeners not to to listen to radio commercials and causes advertisers to say, “I tried radio, and it didn’t work.”
<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

This is the kind of junk that some stations use either to: * Build up a package or * Sell every second they can squeeze out of their broadcast time or * Both. The overall impact is what radio promotion wiz Paige Nienaber (when talking about most station remotes) likens to “a mugging”: You’re listening […]<\/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-31","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nMONDAY COMMERCIAL SMACKDOWN: "As A Bonus, We'll Throw In 10 Seconds of Worthlessness." - 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\/2008\/07\/monday-commercial-smackdown-as-a-bonus-well-throw-in-10-seconds-of-worthlessness\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MONDAY COMMERCIAL SMACKDOWN: "As A Bonus, We'll Throw In 10 Seconds of Worthlessness." - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"This is the kind of junk that some stations use either to: * Build up a package or * Sell every second they can squeeze out of their broadcast time or * Both. 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