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Novelty ads

J

jhguthlac

Guest
Advertising experts should know that novelty type ads need a short shelf life. Why is this escaping the folks at KYW?

Each hour during the early morning I hear the same factory woman calling Keith and asking where the donuts are. And every hour, I turn off the radio for at least 60 seconds. Yo Keith! Its time to leave the parking lot of that car dealership, pick up the pastry and GO BACK TO WORK!!!!

Oh, and the space aliens you claim are abducting you? I am about to abandon KYW and go back to listening to Coast to Coast AM!
 
Most people just do not understand the hows and whys of aired commercials. It's not up to the folks at KYW or any other station as to what commercial is run for a particular advertiser - it's up to the ADVERTISER and their ad agency. THEY decide what runs, how often it runs, and in which daypart it runs. It is up to the radio or TV station's staff to make those instructions happen, in the department known as "Traffic."

If a particular spot is airing at the same early-morning time every day, then it's a function of averaging. A client buys time on a radio station like KYW and will want to be in morning drive. Morning drive is usually defined as 5a-10a. The client doesn't want to spend a lot of money for the morning drive spot, but wants it there anyway. So the ad exec at the station will divide up the spots so that say half of them fall within the 5a-10a range, with the other half in the better 7a-10a range. Typically the wide range spots are at a much lesser rate than the narrowed dayparted spot.

The ones with the 5a-10a range often get dumped by the station's computer system into the 5a-6a hour, since it's allowed to do so. With only a few spot breaks in a particular hour, the spot often gets dumped into the same exact time every day - and that's why you keep hearing the same spot at the same time in those early morning hours.

Complain to the advertiser if you don't like their commercials. The stations only run what they're paid to run.

Now, if it's a station promotion you're hearing every day at the same time, and it's grating on you - THEN complain to the station. That's something they CAN do something about.
 
Interesting. I don't mind that ad at all. I actually think it's quite good. I only wish something can be done about that horrible S.U.D.S. ad. And yes, I've complained to KYW several times. The odd thing that happened, after I sent in my complaint, literally the next day, the ad was aired earlier and for a moment, almost daily :mad:

If I never heard that S.U.D.S. ad again, it still would be too soon!
 
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