December 11, 2009
What's Wrong With Radio Ads that Sounds Like Radio Ads?
You know, the ad that has that cliche open. It has a humor angle and/or generic announcer read. Oh, and you absolutely must have music - because it is, after all, RADIO.
What's wrong with that radio commercial -- is that it will stand out like a white egg in a box of 50 dozen white eggs. It will sure look like an egg "should" look. It'll look like a "good" egg to you. But it won't get any attention.
So when you assess your radio commercials, make sure they don't sound like every other radio commercial. And if you're using direct response radio - that is, you're building a measurable, accountable radio advertising campaign - then make sure you're writing radio ads that follow the other guidelines we outline in our book, Direct Response Radio. See chapter six for tips about creating effective radio advertisements.
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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