Do "Personalities" Make You More or Less Likely To Buy?

[Barancas]

Saw the big newspaper ad today for, I believe, Gary Barbera automobiles with a big ol' picture of Chio in the ad and some fluff about the new Dodge Caliber and listening to Chio for a chance to win one. I started wondering: is Chio a big enough personality to get you to buy a certain brand of car from a certain dealer? Does he have the juice to do that?

Further, does ANY radio personality make you any more or less likely to buy a product or even to make a special trip out to a remote broadcast? Are free tickets, CDs, T-shirts, koozies and the assorted "chochkeys" enough of an enticement to get you out there? Are just the active-P-1s going to show up?

Whether you're in the biz or not, what say you?

 

[HomerJay]

> Saw the big newspaper ad today for, I believe, Gary Barbera
> automobiles with a big ol' picture of Chio in the ad and
> some fluff about the new Dodge Caliber and listening to Chio
> for a chance to win one. I started wondering: is Chio a big
> enough personality to get you to buy a certain brand of car
> from a certain dealer? Does he have the juice to do that?
>
> Further, does ANY radio personality make you any more or
> less likely to buy a product or even to make a special trip
> out to a remote broadcast? Are free tickets, CDs, T-shirts,
> koozies and the assorted "chochkeys" enough of an enticement
> to get you out there? Are just the active-P-1s going to show
> up?
>
> Whether you're in the biz or not, what say you?
>
Going back a few years, I would say some of the old WIP/WPEN personalities talking about stores or restaurants at least got my attention, and that of my parents. Ken Garland's touting of Movies Unlimited certainly was a reason that was the first video store we ever went to.

Now, though, I'd say pitches would have zero impact on my buying decisions.

 

[Bonerson]

If the personality is someone I like, and has also earned my respect and trust, I will listen when they speak.

I can think of a couple of personalities who, I believe, speak honestly about a product, store or service. I asked one of them about it, and was told that she would never do an on-air endorsement for something she didn't believe in. I think that's great!

Also, when a personality talks about a store or product that I never heard of, it really DOES make me think about it.

And seeing your favorite in person, can be a very good or bad experience. If the person lives up to, or exceeds your expectations- it's good. If you have fun and win tickets, or other prize at the same time- very good!

If the person it a total jerk- too bad for him.


> > Saw the big newspaper ad today for, I believe, Gary
> Barbera
> > automobiles with a big ol' picture of Chio in the ad and
> > some fluff about the new Dodge Caliber and listening to
> Chio
> > for a chance to win one. I started wondering: is Chio a
> big
> > enough personality to get you to buy a certain brand of
> car
> > from a certain dealer? Does he have the juice to do that?
> >
> > Further, does ANY radio personality make you any more or
> > less likely to buy a product or even to make a special
> trip
> > out to a remote broadcast? Are free tickets, CDs,
> T-shirts,
> > koozies and the assorted "chochkeys" enough of an
> enticement
> > to get you out there? Are just the active-P-1s going to
> show
> > up?
> >
> > Whether you're in the biz or not, what say you?
> >
> Going back a few years, I would say some of the old WIP/WPEN
> personalities talking about stores or restaurants at least
> got my attention, and that of my parents. Ken Garland's
> touting of Movies Unlimited certainly was a reason that was
> the first video store we ever went to.
>
> Now, though, I'd say pitches would have zero impact on my
> buying decisions.
>

 

[WTUX]

Re: Do \

I find myself drawn to pay more attention to a radio ad if the voice is a personality I am familar with. But that will not sell me on a product. But it does fullfill that first rule of an ad: get the listeners' attention.