{"id":6307,"date":"2010-07-08T00:05:19","date_gmt":"2010-07-08T07:05:19","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=6307"},"modified":"2010-07-07T21:34:09","modified_gmt":"2010-07-08T04:34:09","slug":"radio-commercial-success","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2010\/07\/radio-commercial-success\/","title":{"rendered":"HOW TO IDENTIFY A “GOOD” RADIO COMMERCIAL BEFORE IT AIRS"},"content":{"rendered":"

\"goodA Loyal Reader Asks:<\/span><\/strong><\/p>\n

“How do you determine what is good advertising before<\/strong> it airs?<\/p>\n

Who can’t<\/strong> say ‘That was a good commercial’ after<\/strong> it has aired and accomplished or surpassed its goal?<\/p>\n

If entertainment value is not a definitive element of a good ad (you won’t have any argument from me there), then what are some sure-fire elements of a good spot?”<\/p><\/blockquote>\n

While you cannot absolutely guarantee that any given commercial will be a success, there are certain elements that will maximize the likelihood of the message delivering the desired results. Those elements include:<\/p>\n

\u2022 A single, clear, concise core message (vs. a “shotgun” approach that delivers a multitude of messages in the hopes that one of them happens to appeal to the targeted consumer)<\/p>\n

\u2022 Attracts the attention of the target audience from the very beginning of the spot<\/p>\n

\u2022 Talks to<\/strong> the targeted listener about something of interest to that listener (vs. the all-too-typical spot that talks about the advertiser).<\/p>\n

\u2022 Solves a consumer problem<\/p>\n

\u2022 Utilizes the natural language of the targeted consumer (not advertiser-speak)<\/p>\n

\u2022 Involves the listener in the sales message<\/p>\n

\u2022 Allows the listener to see himself enjoying the benefits of the product or service being advertised<\/p>\n

\u2022 Utilizes “characters” with whom the target audience can identify. (Note: If \u00a0it’s a solo voiced “announcer” spot, the person speaking is a character.)<\/p>\n

\u2022 Delivers a compelling Unique Selling Proposition. The “U.S.P.” is the answer to the question, “Why should I spend my money with your<\/strong> enterprise rather than with your competitor’s?”<\/p>\n

\u2022 Paints pictures that deliver the sales message<\/p>\n

\u2022 Tells an instantly attention-focusing story that is intertwined with the sales message<\/p>\n

\u2022 Tells the listener exactly how to act on the sales message<\/p>\n

\u2022 Motivates the listener to act by including a genuine deadline beyond which this irresistible offer no longer will be available<\/p>\n

\u2022 Uses few enough words to allow the voice talent to deliver the sales message effectively, without rushing<\/p>\n

\u2022 Uses music and sound effects only<\/strong> if they enhance the effectiveness of the sales message. (Slapping on a canned music bed to run underneath the voice track rarely accomplishes this.)<\/p>\n

\u2022 Airs with enough repetition to enter the consciousness of the targeted listener<\/p>\n

Will any or all of the above guarantee the effectiveness of any particular commercial? No.<\/p>\n

But they’ll darn sure increase the odds….<\/p>\n","protected":false},"excerpt":{"rendered":"

A Loyal Reader Asks: “How do you determine what is good advertising before it airs? Who can’t say ‘That was a good commercial’ after it has aired and accomplished or surpassed its goal? If entertainment value is not a definitive element of a good ad (you won’t have any argument from me there), then what […]<\/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-6307","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nHOW TO IDENTIFY A "GOOD" RADIO COMMERCIAL BEFORE IT AIRS - 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\/2010\/07\/radio-commercial-success\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"HOW TO IDENTIFY A "GOOD" RADIO COMMERCIAL BEFORE IT AIRS - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"A Loyal Reader Asks: “How do you determine what is good advertising before it airs? 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