May 21, 2007
The Radio Ad You Won't Get From Google Audio
Continuing with our current series of posts on the topic of GoogleAudio, we have one more point from last week's interview with Google CEO Eric Schmidt that needs to be brought to the light of day (or at least this blog).
Q: How will this work for your clients?
A: You're already advertising on the Web, so why don't you try a radio ad? And you will discover there's a whole network of people, at the click of a button, who can professionally produce the ad for you, for like $100. It's unbelievable.
Q: Is that available now?
A: No, but it will be soon.
Putting aside the fact that creating a radio ad is only one piece of what it takes to be successful in radio advertising...
Okay. Sure, you can find someone to write and voice an ad for you, for something like $100.
But you don't need GoogleAudio to do that. You can just search places like voices.com and you'll find hundreds of people who'll write an ad for you, produce it at high quality, and email it to you. Some may even do it for you for something like $100.
That's easy, folks.
But don't be misled.
Anybody can write an ad.
Nearly anybody can voice the ad (most VO people have in-home studios that create high quality audio and cost a few hundred bucks to put together).
But you have to ask yourself what makes an ad successful? Do these people who'll do your ad for $100 know what works and what doesn't in radio advertising? Have they conducted any testing of the myriad of possible creative and audio variables? Have they tracked results scientifically? Have they done any analysis of these results to identify key elements?
No, they haven't. They may be well read in the area of advertising theory. They may have well developed opinions about the "right" way to make a "good" radio ad. But theory and opinions alone don't cut it in radio advertising.
Only testing and analysis of results data yield dependable, reliable answers to the question of "what works and what doesn't in radio advertising". The best radio advertising agencies have conducted thousands of tests. Thousands. That's incredibly powerful knowledge that translates directly into maximum profits for our clients.
And you can't get that from GoogleAudio.
And you certainly can't get that for anything like $100.
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Predictably Irrational: The Hidden Forces that Shape Our Decisions, Dan Ariely
Outliers: The Story of Success, Malcolm Gladwell
Made to Stick, Heath & Heath
The Power of Persuasion, Robert Levine
Influence: Science & Practice, Cialdini
Words That Work, Frank Lutz
My Life in Advertising and Scientific Advertising, Claude C. Hopkins
Or Your Money Back, Alvin Eicoff
Being Direct, Lester Wunderman