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Endorsements

L

lipripper

Guest


Is anyone else turned off by all of the Personal endorsements???

Good grief! There's even endorsements from syndicated people made to sound like they are local. Hell, even off air people are doing them! WSB AM, home of the sales weasels, is the worst.

Give me a break. It's gotten to the point now that when I hear one, I can't change the station quick enough.

Talk about counter productive!!!
 
lipripper said:


Is anyone else turned off by all of the Personal endorsements???
Click to expand...

Interesting perspective, but no I'd rather hear the person whose show I'm listening to talk about one of his sponsors than hear another recorded Geico commercial.
 
If you listen long enough they get really old. This month I like Ford, next month it's Dodge. Comcast then Bellsouth. Sprint one week Verizon the next.
 
And those weight loss endorsements are the worst! I know some who keep boasting about all the weight they've lost, but they're still as big as a barn! The don't tell us that it's the same 5 pounds they keep losing over and over.
 
Man, you are So right! Weight lose is one of those big tune outs.

Sales weasels pimp the talent to any sponsors in order to get the sale. Cheapens the product and it's worth to me, because the talent is being paid to say what the sponsor wants them to say. It's not like it was just a few years back when a talent would talk about a product because they used it or liked it. They weren't being paid..they simply believe in the product's worth.

I wondor how many endorsement spots would be on they air if the talent didn't get any payola for it???
 
I think it's creative and it works. And I'm sure a typical listener would appreciate their favorite station's on-air endorsing a product/service before a no-name. Knowing what the listener wants is what makes good radio.
 
Well, as a listener I can tell you that anytime a jock starts to rip into an endorsement, I'm out of there!!!!
 
lipripper said:
Man, you are So right! Weight lose is one of those big tune outs.

Sales weasels pimp the talent to any sponsors in order to get the sale. Cheapens the product and it's worth to me, because the talent is being paid to say what the sponsor wants them to say. It's not like it was just a few years back when a talent would talk about a product because they used it or liked it. They weren't being paid..they simply believe in the product's worth.

I wondor how many endorsement spots would be on they air if the talent didn't get any payola for it???
Click to expand...

And if you were offered $350 a week to promote a product, you'd snap up the offers in a heartbeat.
 
As a buyer of radio time, I've found that endorsements can be very effective. And that surprised me since it's obvious the personality is doing the endorsement only because he/she is getting paid.

And $350 is really low for an endorsement in the Atlanta market. Stations also generally limit the number of endorsements their personalities can do at one time. And stations with big ratings and personalities who are really in demand sometimes require pretty significant ad spending on the station if you want an endorsement. WSB makes you give them your first born (just kidding, but they do require a high amount of spending on the station).

The only time that I had talent refusing to do an endorsement was when we were advertising a health supplement (made by Garden of Life) in the Tampa market. The copy stated the supplement encouraged "healthy elimination," and nobody was willing to say it! Finally, a woman personality on a Cox AC agreed to do it, and she did a great job.
 
There are a few radio people in town who shy away from endorsements. Correct me if I'm wrong, but I believe Clark Howard is one of them. I also know of 2 or 3 more jocks who aren't comfortable doing sales pitches. Knowsnews2 you are right on target, most are ready to jump at the chance for a couple of quick easy bucks. When it comes down to it, I guess we all prostitute ourselves one way or the other!
 
If managed properly, jock endorsements can be very effective for the client.

Would you turn a commercial off if John Smoltz were endorsing it? If yes you're consistent. Otherwise, why would you turn off an endorsement if it were coming from a DJ you liked on a station you enjoy?
 
Personally I don't have a problem with an endorsement --- just the number of them I have to listen to during my morning commute. The morning my favorite jock's phone screener began doing endorsements was the morning I quit listening to one particular station. Sorry, but that was the last straw!
 
I turned down hundreds to do a weight loss endorsement - and I was just a part-timer. I knew the stuff was bad for you, so I said I couldn't have that on my conscience. The station just said ok and let it go at that. The stuff was later taken off the market.

I think the spots pushing gold as an investment are just as silly. I can't believe Savage is doing those spots. If you listen to his show you know he wouldn't invest heavily in gold.
 
As stated, the problem is most of these endorsements aren't being managed properly. As a result they are being over used!

It's a case of "less is more." Or, should I say "less is better" because it's more effective.

Phone screeners, show producers, traffic people?..Geez, enough already!
 
I do wonder a lot of times if the on-air personalities really do use the products they endorse, especially the weight-loss products. I'm willing to bet that these companies play on listeners' ignorance since many listeners probably never will meet the personalities of their favorite station, thus they may have no idea what their bodies looked like before and after.
 
content said:
If managed properly, jock endorsements can be very effective for the client.

Would you turn a commercial off if John Smoltz were endorsing it? If yes you're consistent. Otherwise, why would you turn off an endorsement if it were coming from a DJ you liked on a station you enjoy?
Click to expand...

He does one for somebody. An oil change company? You see how well it worked, I can't remember the company.
 
Goldenboy - sir - I can tell you for a FACT that many of the endorsers DO NOT use the products - they just
take the money and run.....whoring themselves all the way to the bank.
 
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