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Overused Cliches in Commercials

AV, man you're seriously messed up. But then again, aren't we all that are in this biz?
 
"We don't care about making money, we just love to sell cars (or furniture, appliances)."
 
;D ;D ;D ;D ;D

Too funny!!

The thing that gets me right now is all the "leagalese" at the beginning or ending of a commercial. They say it so damn fast that who in the world can actually UNDERSTAND it let alone read it during the recording of the said commercial. They make that fast talking guy from the 80s sound like Slow Poke Rodrques.
 
When we do the :60 tv spot for Britney's, we'll have to include some shots where they are standing in front of water, then driving a car down in the desert and then with a downtown skyline in the background, and we'll have to devote like 45 seconds to describing side effects. I think Don Lapre should do the vo.

[Is it me, or are all tv ads for cars and drugs?]
 
Double J said:
;D ;D ;D ;D ;D

Too funny!!

The thing that gets me right now is all the "leagalese" at the beginning or ending of a commercial. They say it so damn fast that who in the world can actually UNDERSTAND it let alone read it during the recording of the said commercial. They make that fast talking guy from the 80s sound like Slow Poke Rodrques.
Click to expand...

void where prohibited
not available in Alaska, Hawaii and Puerto Rico
batteries not included
I'm John McCain and I approved this ad ;D
 
I'm a lurker on this board from a distant market. I don't know what branding, positioning and imaging are like in NC, but for the industry as a whole, it seems that radio stations try to sell themselves with cliches and empty promises ("The Best Variety," "Fewer Commercials," "Today's New Country," "The Songs You Know and Love," ad nauseum)

After thirty-plus years of the same old slogans, is any of it relevant to listeners anymore? I concur with Roy Williams (the Wizard of Ads, not the Wizard of Chapel Hill)...listeners have sharper BS detectors than they did a generation ago.
 
BenTehelenbach said:
...listeners have sharper BS detectors than they did a generation ago.
Click to expand...

No freaking kidding. I think that's the great unspoken frustration driving this thread. Like my Dad used to tell me when I was a kid and I asked what some word meant, he'd just say, "Look it up." Nowadays, if you have a question, any question, someone can just go to the internet, likketysplit, and get the Cliff's Notes' 411 on whatever it is. Shit, when you've heard something a gazillion times, it gets older than Cooter Brown.

There's a furniture store named Haynes Furniture here on the OBX(and in Virginia Beach, too) that has a Birthday Sale about 4 or 5 times a year and "Going Out of Business" Sales 6 or 7 times a year. Even people that shop there make jokes about it. Same thing for radio...ID slogans and positioning statements are all so damn stale they are becoming self-parodies.
 
Most say more music... better variety c'mon why try to give the listener an illusion....just damn do what you say...plain and simple...I had a great conversation with my friend Bill Cozart yesterday.He is no longer in the business but still loves it and has great ideas.We were talking about how so many stations feed the listener the same old stuff and how nice it would be if someone would step outside the box and shock the world with something different.I know alot of Gm's.OM's etc....read this board..Why don't you join us and share ideas and tell us why the way things are...It might be fun...

Allen
 
We all know that variety and more music claims are basically krap! However, if you remind your listeners that you play more music than the next guy, the usually buy it! If you watch your rotations carefully, you can deliver - at least in the minds of the average listener! Plant the seed, the perception grows and becomes the reality.

You know the drill - do the research, find out what they say about your station, then feed the good parts back to them!
 
allenv said:
Most say more music... better variety c'mon why try to give the listener an illusion....just damn do what you say...plain and simple...I had a great conversation with my friend Bill Cozart yesterday.He is no longer in the business but still loves it and has great ideas.We were talking about how so many stations feed the listener the same old stuff and how nice it would be if someone would step outside the box and shock the world with something different.I know alot of Gm's.OM's etc....read this board..Why don't you join us and share ideas and tell us why the way things are...It might be fun...

Allen
Click to expand...

I agree with you Allen, but you know what they'll say those ideas don't test well and other consultant BS that all GM/PD/OMs have been force fed for the last 20+ years. There HAS to be a change in the way radio THINKS and especially about it's main customer - the listener. Yes, the clients are important too, but without listeners then there is no way the client's message will ever be heard, at least not on radio.

I used to love Mix 101.5's slogan from the early 80s "We Belong Together". It has a better ring to it to me. Many stations "claim" they have more variety, but in reality they don't PLAY it. It's always the same 200 overtested songs that everybody plays and everyone has heard. I say yes you can play those, but why not play all the other great songs that would fit on your given format as well. Even I know you cannot base a format around the obscure songs, but sprinkling them in with all the other songs will be the "secret ingredient" that makes your station stand out on an overcrowded radio dial. Also getting out in your community that you are "supposed" to serve and well serve it. Yes the economy is in a state of uncertainty and everything is going up, but there are many things you can do that actually doesn't cost a dime to do or implement. Listen to your employees they may have some great ideas and suggestions that you can try. If they don't work what have you really lost?
 
Playing "Variety" means playing more songs listeners like,
and fewer songs they don't. That's why tighter playlists ALWAYS win!!
(you also need a good morning show and consistent marketing)

There is no debating this simple programming fact.


This proven theory also works with TV programming. That's why Fox runs
American Idol three nights a week. And, CSI and Law and Order,
in all other available timelslots (seems that way). It works.


Now, back to your Joey Scarbury's Greatest Hits tape!
 
surfdude said:
Playing "Variety" means playing more songs listeners like,
and fewer songs they don't. That's why tighter playlists ALWAYS win!!
Click to expand...

As I stated I know you cannot base an entire format around the (as you say) the songs they don't like. But putting some of those songs in will also bring the listeners that DO like those songs to your station and besides those songs would be (as I said) the "secret ingredient" that will make your mix a better mix of music. If I had a track record and proven data to varify what I say is true then maybe people would believe me, but I don't so they don't believe me. Just look at all the songs that were listed on the thread "great top 40 songs you never hear" man some great songs and the thing is EVERY LAST ONE OF THEM PLAYED ON THE RADIO at one point and should be played even today. The research has laready been done (the TOP 40 charts of old whether it's Billboard or otherwise). Yes it can be debated as to HOW those songs got on the charts, but its there in black and white and is a part of history. Now if you're a oldies or classic hits type format there won't be any "new" songs to freshen up your rotations so you have to put in some of these songs to freshen up your station and to make it sound fresh to the listener or else they WILL turn the dial away.

I'm sorry for getting off topic.
Now for Britney's commercial we could use a sexy woman's voice that always works too. Just get your Loni Anderson look alike receptionist to do the read.
 
Surf,
I simply don't agree with some of what you said.Tight playlist are about 80% of what's wrong with radio today.I'm also a little sick of the insults and you can kiss
my Joey Scarbury ass.10 bucks says you couldn't hold my jock or some others on the board when it comes to music so you go back to playing follow the leader and quit being a jerk.If you wanna be in the disscussion great but this is the fourth or fifth time you've taken a poke at me and others and it needs to stop.I have no qualms with you personally but enough is enough...

Allen
 
Sorry to have steered the discussion astray. The point I wanted to make is, none of us like cliches in commercials, yet none of us seem to be aware of the cliches we use to promote our own product, whether or not they're unfulfilled promises.
 
BenTehelenbach said:
Sorry to have steered the discussion astray. The point I wanted to make is, none of us like cliches in commercials, yet none of us seem to be aware of the cliches we use to promote our own product, whether or not they're unfulfilled promises.
Click to expand...

Oh absolutely! we tend to not look at our own positioning statements and how lame and hollow they too are. The listener isn't as stupid as the suits think they are. If they listen long enough they will notice how hollow those very positioning statements are.

The positioning statement for my station would be something like "We have the largest on-air music library..AND WE PLAY IT" (and I would actually play it too). Or "We don't play the same 200 songs over and over like the other guys, If it charted we play it - guanteed...". If you lie about your positioning statement what else would you lie about says the listener and/or client.
 
Double J said:
We tend to not look at our own positioning statements and how lame and hollow they too are. The listener isn't as stupid as the suits think they are. If they listen long enough they will notice how hollow those very positioning statements are.
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Bingo.
 
How about a 10 minute request guarantee.With a 5,000 song library and a 10 minute request guarantee.Do the other stations do that for you??? How about featured artist,years...Today in music history.On this day in music etc....
Nobody is doing these things.Its been so long since they have been done what's old becomes new again...

Allen
 
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