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KNDD ad goes after KISW by name

KYYX_fan

KYYX_fan

Tuned into KNDD this evening and caught the last part of an ad saying, "... listen to KISW and... next thing you know, you'll be at a Nickelback concert yelling, 'play Freebird!'... KISW is a gateway drug..."

As someone with 20+ years of marketing experience, I am surprised by this. For one, I don't recall ever hearing radio station ads that mention a competitor by name. I've heard ones talking about "the other guys," but never a station by name. I've never worked with radio, but wouldn't that make someone who hadn't considered KISW give them a quick sampling?

Second, how does this build KNDD's audience? People hearing the ad have already tuned into KNDD. Since most people listen to multiple stations, perhaps they're trying to shame listeners into being more loyal to KNDD and build ratings a bit, but they risk offending those listeners who like yelling "play Freebird" at Nickelback concerts. And one would think that if KNDD was offering a product the listener wanted, that would be a much stronger disincentive to turn the dial.

Do these guys even test their advertising? Do they use focus groups? Or do they just seek out the opinions of others in their cubicle farm?
 
Seems even stranger given that they are sister stations.

Are you sure you weren't tuned into 104.9? That's the only way it would make sense. Gateway drug...now THAT's funny!
 
could easily be tongue-in-cheek parody ad. Both are Entercom, after all.

A couple years ago, KNDD did a series of "political smear spots" (it was an election year) trashing each of the other stations in the market with whom they MIGHT even share some audience. Great creative, and even though it mentioned every station by name, it was some super radio!

Most people are MUCH smarter than we tend to give them credit for!!
 
Unspectacular at best. The only ones who'll take notice are the ones who use this forum. The political parodies didn't help brand nor dig them out of the dumper. Give credit to what? Reinvention of the wheel by the same suits that sign the front of the same checks in the same bldg?

Next topic, please.
 
IndigoCoyote said:
Seems even stranger given that they are sister stations.

Are you sure you weren't tuned into 104.9? That's the only way it would make sense.
Click to expand...

I'm positive it was KNDD. In general, I only stray from my presets if there is nothing worth listening to on those stations (and I believe it was still on KNDD from listending to the retro Sunday a.m. show).
 
KYYX_fan said:
And one would think that if KNDD was offering a product the listener wanted, that would be a much stronger disincentive to turn the dial.

Do these guys even test their advertising? Do they use focus groups? Or do they just seek out the opinions of others in their cubicle farm?
Click to expand...


If that's exactly what happened, then there's little risk to it. They're just trying to keep the few people that they have right now.

If it was on TV, to a broader audience, then it would be a bigger problem given that The End would be promoting their truly substandard product.
 
They've been playing this ad forever......

they also go after sister station, "The Mountain" with a bumper on the "Church of Lazlo" where they jingle "Don't switch it to The Mountain, the church will be right back".
 
This one caught my attention:

" Keep listening to KUBE 93 and you'll find yourself sipping from something called the crunk cup, singing about how broke you are while crossing the 520 bridge on yer way home to your condo in Kirkland, KUBE 93 is a gateway drug"

Not verbatim, but it caught my attention. Made me think of all the kids I grew up "away from" in Lake Tapps.
 
This is a joke. What are they hoping to accomplish by these? With these running on the station itself, it's smells of a station begging its listeners not to leave like they have been for the past few years. Do they actually think they are getting one of those crunk cup drinkers to say "You know its time I put this cup down and start listening to mediocre talent talking about the newest hit from Be Your Own Pet or The Spill Canvas.

They had a choice years ago when there numbers were at their highest (1999- 2003). They were dominating KISW in all key demos at that time, although I believe KISW had an slight edge in mornings with Stern. Here is what their options were: Their listeners were getting older and they could have grown with them by focusing on the music these people grew up with and keeping the talent that their listeners were used to hearing. Or they could abandon all of that, fire the jocks that were getting quote on quote too old and keep chasing after the 15-19 year olds in a time when that audience was being introduced to ipods. Phil Manning chose the latter and they've been paying for it ever since.
 
If you are going to play Paramore, etc. go all the way with young DJs.
I don't think you can straddle and get late 20s/30s and the kids.
 
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