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Poor Production?

W

WhatYes

Guest
This is a 2-part post:
1. Production issues... It's not that uncommon to hear bad production on small market or fringe stations that have neither the money or talent to crank out good spots, but I was surprised to hear a spot this morning on WSB-AM with Kirk Mellish for Gutterguard where the music just about drowned Mellish out. How did that one slip through the cracks?
2. Speaking of testimonials, has there ever really been any research done as to whether so-called 'celebrity' product endorsers really raise the sales of the product? I just find it hard to believe that someone like Kirk Mellish or Belinda Skelton would influence someone to buy a product.

Just wondering.
 
> This is a 2-part post:
> 1. Production issues... It's not that uncommon to hear bad
> production on small market or fringe stations that have
> neither the money or talent to crank out good spots, but I
> was surprised to hear a spot this morning on WSB-AM with
> Kirk Mellish for Gutterguard where the music just about
> drowned Mellish out. How did that one slip through the
> cracks?
> 2. Speaking of testimonials, has there ever really been any
> research done as to whether so-called 'celebrity' product
> endorsers really raise the sales of the product? I just
> find it hard to believe that someone like Kirk Mellish or
> Belinda Skelton would influence someone to buy a product.
>
> Just wondering.
>

What's wrong with Kirk or Belinda? WSB listeners know who they are...both are very capable on the radio, and they're who the clients must have wanted. Just because you may not like them doesn't mean they aren't effective or shouldn't be doing endorsements.
 
> > This is a 2-part post:
> > 1. Production issues... It's not that uncommon to hear bad
>
> > production on small market or fringe stations that have
> > neither the money or talent to crank out good spots, but I
>
> > was surprised to hear a spot this morning on WSB-AM with
> > Kirk Mellish for Gutterguard where the music just about
> > drowned Mellish out. How did that one slip through the
> > cracks?
> > 2. Speaking of testimonials, has there ever really been
> any
> > research done as to whether so-called 'celebrity' product
> > endorsers really raise the sales of the product? I just
> > find it hard to believe that someone like Kirk Mellish or
> > Belinda Skelton would influence someone to buy a product.
> >
> > Just wondering.
> >
>
> What's wrong with Kirk or Belinda? WSB listeners know who
> they are...both are very capable on the radio, and they're
> who the clients must have wanted. Just because you may not
> like them doesn't mean they aren't effective or shouldn't be
> doing endorsements.
>
Go back and read my post. I didn't say I didn't like them. Nor did I say anything was 'wrong' with either. As a matter of fact Kirk Mellish is the meteorologist I listen to more than any other. In your kneejerk attempt to paint me as someone throwing darts at these two, you failed to answer the question I posed: Has there been any research to show that so-called 'celebrity' endorsements are effective?
For that matter, I'm not so sure that endorsements by Boortz, Hannity, Jane Fonda, George Bush or God necessarily would make a product sell any better.
 
> > > This is a 2-part post:
> > > 1. Production issues... It's not that uncommon to hear
> bad
> >
> > > production on small market or fringe stations that have
> > > neither the money or talent to crank out good spots, but
> I
> >
> > > was surprised to hear a spot this morning on WSB-AM with
>
> > > Kirk Mellish for Gutterguard where the music just about
> > > drowned Mellish out. How did that one slip through the
> > > cracks?
> > > 2. Speaking of testimonials, has there ever really been
> > any
> > > research done as to whether so-called 'celebrity'
> product
> > > endorsers really raise the sales of the product? I just
>
> > > find it hard to believe that someone like Kirk Mellish
> or
> > > Belinda Skelton would influence someone to buy a
> product.
> > >
> > > Just wondering.
> > >
> >
> > What's wrong with Kirk or Belinda? WSB listeners know who
> > they are...both are very capable on the radio, and they're
>
> > who the clients must have wanted. Just because you may not
>
> > like them doesn't mean they aren't effective or shouldn't
> be
> > doing endorsements.
> >
> Go back and read my post. I didn't say I didn't like them.
> Nor did I say anything was 'wrong' with either. As a matter
> of fact Kirk Mellish is the meteorologist I listen to more
> than any other. In your kneejerk attempt to paint me as
> someone throwing darts at these two, you failed to answer
> the question I posed: Has there been any research to show
> that so-called 'celebrity' endorsements are effective?
> For that matter, I'm not so sure that endorsements by
> Boortz, Hannity, Jane Fonda, George Bush or God necessarily
> would make a product sell any better.
>

But only people who buy Gutterguard will have a high score on the Mellish Meter.

That's the next part of the campaign. "I bought Gutterguard, and that makes me a 9.5 while you're only a 2. Naaaaaahhhhh...."
 
1. Nobody's perfect, not even the folks at WSB. Sometimes you get in a hurry or maybe you're in a different studio than you are used to and the speakers sound different.

2. Yes there is both research and actual results that show celebrity endorsements can help sales. Rush helped make Snapple a nationwide hit, and Paul Harvey has increased the sales of many items including the Bose radios.
Now, no celebrity can save a crappy product, but if it is a genuinely good product the celebrity can help them break through the clutter and add a bit of believability to the products claims.

What kills me is endorsers that you just know don't use the product. A couple years ago, I heard Larry Munson endorsing Net Bank--an online bank. I don't think Larry even owns a computer much less banks online.
 
> 2. Speaking of testimonials, has there ever really been any
> research done as to whether so-called 'celebrity' product
> endorsers really raise the sales of the product? I just
> find it hard to believe that someone like Kirk Mellish or
> Belinda Skelton would influence someone to buy a product.
>

I don't know if there's been research, but testimonials have worked great for me. I don't understand why they work; because when I hear a testimonial, I know someone paid the personality to do it.

Some stations are lenient in how much an advertiser has to spend to get an endorsement. WSB-AM makes you spend a ton and relinquish your first born. They also (as do most stations) limit the number of clients a personality can endorse (although you'd never know it with Bortz; he seems to endorse everything). If you hear Belinda or Mark Arum on an endorsement, it probably means the full-time people were already at their limit.
 
I can beat that. My favorite is the long-running promo at 102.5 where the engineer has made a stutter edit in the tag, which now sounds like "Classic Soul 1022.5". My advice: if you're going to flash up the copy, dont do it in the calls or the frequency!

> This is a 2-part post:
> 1. Production issues... It's not that uncommon to hear bad
> production on small market or fringe stations that have
> neither the money or talent to crank out good spots, but I
> was surprised to hear a spot this morning on WSB-AM with
> Kirk Mellish for Gutterguard where the music just about
> drowned Mellish out. How did that one slip through the
> cracks?
> 2. Speaking of testimonials, has there ever really been any
> research done as to whether so-called 'celebrity' product
> endorsers really raise the sales of the product? I just
> find it hard to believe that someone like Kirk Mellish or
> Belinda Skelton would influence someone to buy a product.
>
> Just wondering.
>
 
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