SNORR

[31POWER]

OK BOYS AND GIRLS HERE WE GO...
ITS BEEN A WHILE .. I STILL HOPE I CAN DO THIS ....
AHHHHEM
EXCUSE ME ..
AHHHHEM
WHEN WRITING A RADIO COMMERCIAL WHAT IS MORE MOTIVATING FOR THE LISTNER ??
LOGIC OR EMOTION .. WHAT DO YOU THINK.
AS IT IS THE CUSTOM IN OUR LAND OF BITS AND BITES PLEASE DEFEND YOUR ANSWER.
ALL FOR NOW
CAPIN

 

[Aramondo]

Depends on what you're selling.

A high-definition TV? Logic. "It's great and it's cheaper here than anywhere so why would you go anywhere else?"

A pre-planned funeral package? "When the time comes, do you want your loved ones left with the additional burden of planning for and worrying about how they'll pay for your final arrangements?"

Depends on what you're selling.


> WHEN WRITING A RADIO COMMERCIAL WHAT IS MORE MOTIVATING FOR
> THE LISTNER ??
> LOGIC OR EMOTION .. WHAT DO YOU THINK.
> AS IT IS THE CUSTOM IN OUR LAND OF BITS AND BITES PLEASE
> DEFEND YOUR ANSWER.
> ALL FOR NOW
> CAPIN
>

 

[yonkstur]

> Depends on what you're selling.
>
> I think you have to hook them with humor. Gone are the days
when people waited with baited breath for a sale or deal. One
of the best radio commercials I've heard is the Saphire Salon
campaign "for everything she puts up with". Very clever, funny.
Also, a product spokesman that becomes identifiable is helpful.
The Travelocity Gnome for one has made a good transition from
TV to Radio. I think the gentleman from Jamaica who touts Red
Stripe Beer "Horray Beer" can make that transition too.
Locally, Pizza Bella used a character by the name of Bob. I
thought it was pretty funny and effective.
On serious subjects, I've always used a straight forward
approach. Just do it without bells and whistles.
And on technical subjects, like tools and other stuff like that,
I either used the owner or had the owner write something
verbatim correctly and then used a lead, a voice that gave a
testimonial, then the wrap.
Always gave the phone number 3 times, the address twice.
As far as motivating the listener, I've always felt you had
to create a need, want and desire. You do that by a mix of
logic and emotion but there is no set formula. The messaqge has
to match the service.
Yonkstur
>
>
> > WHEN WRITING A RADIO COMMERCIAL WHAT IS MORE MOTIVATING
> FOR
> > THE LISTNER ??
> > LOGIC OR EMOTION .. WHAT DO YOU THINK.
> > AS IT IS THE CUSTOM IN OUR LAND OF BITS AND BITES PLEASE
> > DEFEND YOUR ANSWER.
> > ALL FOR NOW
> > CAPIN
> >
>

 

[scmidlapp]

> Always gave the phone number 3 times

NEVER give the phone number. People won't be able to call as when they hear the commercial and by the time they get to the phone they've forgotten the number

> the address twice

NEVER give the address. People don't remember it and couldn't give you a street adress if their lives depended on it. If you ask someone where a sotre of business is, they'll always give you a landmark. That's what you should do in a commercial

And NEVER let business owners do their own spots...they'll end up soudning like idiots, just like those two guys who do the pet store spots.

 

[31POWER]

> > Always gave the phone number 3 times
>
> NEVER give the phone number. People won't be able to call
> as when they hear the commercial and by the time they get to
> the phone they've forgotten the number
>
> > the address twice
>
> NEVER give the address. People don't remember it and
> couldn't give you a street adress if their lives depended on
> it. If you ask someone where a sotre of business is,
> they'll always give you a landmark. That's what you should
> do in a commercial
>
> And NEVER let business owners do their own spots...they'll
> end up soudning like idiots, just like those two guys who do
> the pet store spots.
>
1. i hate the phone number. unless its 555 subs...

2. landmark good

3 advertiser in spot i think its a good thing but sparingly... a little goes a long way. Then people say hay I hurd you ... ( i know its spelled wrong its called fun get overit)


4 .. HOO_ RAY BEER

 

[fennessy]

Re: SNORR; KIDS

The use of children on radio commercials has always been a pet peeve of mine; listen to the network radio spot for Lanacaine, where the child is asked to sing " The Itchy Song".

Of course, there's nothing in the world like a 2 and a half year old having to say, " four point nine percent APR for sixty months" on a car commercial.

 

[Aramondo]

Re: SNORR; KIDS

Childrens voices in network commercials are almost always adult actors. Any childlike "slurring", mispronunciations, etc., are always and only with the approval, direction, and coaching of the creative director along with the approval of the client. Usually it is the result of a focus group or test marketing effort.


> The use of children on radio commercials has always been a
> pet peeve of mine; listen to the network radio spot for
> Lanacaine, where the child is asked to sing " The Itchy
> Song".
>
> Of course, there's nothing in the world like a 2 and a half
> year old having to say, " four point nine percent APR for
> sixty months" on a car commercial.
>

 

[NigelWick]

Re: SNORR; KIDS

> Childrens voices in network commercials are almost always
> adult actors. Any childlike "slurring", mispronunciations,
> etc., are always and only with the approval, direction, and
> coaching of the creative director along with the approval of
> the client. Usually it is the result of a focus group or
> test marketing effort.
>
>
> > The use of children on radio commercials has always been a
>
> > pet peeve of mine; listen to the network radio spot for
> > Lanacaine, where the child is asked to sing " The Itchy
> > Song".
> >
> > Of course, there's nothing in the world like a 2 and a
> half
> > year old having to say, " four point nine percent APR for
> > sixty months" on a car commercial.
> >
>

Many years ago, there was a nut and bolt business in Luzerne County. The owner had his niece do the spots, and they were hideous. Ego ruled over good business sense.

 

[RK]

Re: SNORR; KIDS

> Ego ruled over good business sense.

That pretty much sums up the NEPA market every time a station changes format.

 

[31POWER]

Re: SNORR; KIDS

> > Childrens voices in network commercials are almost always
> > adult actors. Any childlike "slurring", mispronunciations,
>
> > etc., are always and only with the approval, direction,
> and
> > coaching of the creative director along with the approval
> of
> > the client. Usually it is the result of a focus group or
> > test marketing effort.
> >
> >
> > > The use of children on radio commercials has always been
> a
> >
> > > pet peeve of mine; listen to the network radio spot for
> > > Lanacaine, where the child is asked to sing " The Itchy
> > > Song".
> > >
> > > Of course, there's nothing in the world like a 2 and a
> > half
> > > year old having to say, " four point nine percent APR
> for
> > > sixty months" on a car commercial.
> > >
> >
>
> Many years ago, there was a nut and bolt business in Luzerne
> County. The owner had his niece do the spots, and they were
> hideous. Ego ruled over good business sense.
>

Did it?? You would like to think that every advertising deal is steeped. In what a logical person would do. Many times people purchase asvertising for ego rather than selliing a product. Did a sales person perform a service, maybe it was ego, but they got the order. I've know advertisers that could care less if they sold a thing but happy if the gas station attendent or waitress thought they were funny ... ID for thought...

 

[31POWER]

Re: SNORR; KIDS

> > Ego ruled over good business sense.
>
> That pretty much sums up the NEPA market every time a
> station changes format.
>
Does ego not play a major role in the process?? Don't we all loike to think we are the alpha male??? Don't we all strive for the product or thought that will turn us into superman ???

 

[yonkstur]

Re: SNORR; KIDS

>> >
> > Many years ago, there was a nut and bolt business in
> Luzerne
> > County. The owner had his niece do the spots, and they
> were
> > hideous. Ego ruled over good business sense.
> >
>
> > That business was Circle Bolt and Nut. They are still
in business and very successful. They don't advertise
anymore, so maybe the niece grew bigger and the owner's ego
smaller.
Yonkstur

 

[NigelWick]

Re: SNORR; KIDS

> >> >
> > > Many years ago, there was a nut and bolt business in
> > Luzerne
> > > County. The owner had his niece do the spots, and they
> > were
> > > hideous. Ego ruled over good business sense.
> > >
> >
> > > That business was Circle Bolt and Nut. They are still
> in business and very successful. They don't advertise
> anymore, so maybe the niece grew bigger and the owner's ego
> smaller.
> Yonkstur
>

Yonkstur, I knew the name, but I didn't want to mention it. I remember having to make cassette dubs for the owner. I guess he wanted to play them at family gatherings to let everyone how "cute" the spots were. I always wanted to tell him how obnoxious he and his niece were.

 

[yonkstur]

Re: SNORR; KIDS

> >
>
> Yonkstur, I knew the name, but I didn't want to mention it.
> I remember having to make cassette dubs for the owner. I
> guess he wanted to play them at family gatherings to let
> everyone how "cute" the spots were. I always wanted to tell
> him how obnoxious he and his niece were.
>
I have a friend who works in the business office there.
I think his position is relatively secure. Shall I ask him to
pass along those remarks?
yonkstur

 

[SharkeySharkDog]

Re: think about it

I'm not gonna go into how much it annoys me that clients buy radio for the wrong reasons or that they expect something extra (ie concert tix)just because they did a media buy, but how 'bout how successful these annoying commercials were. How much money did these "lesser" quality commercials make? I'm told Jacob Kurlancheeks actually lost money when they dropped Jim Ward during his heyday. Tommy Van Scoy, the Carvel guy, Little Bobby on the Valley Chevrolet spots, the Pet Supply Plus guys, they all may be lesser quality to some, but they work. Sometimes people over analyze things.

 

[yonkstur]

Re: think about it

> I'm not gonna go into how much it annoys me that clients buy
> radio for the wrong reasons or that they expect something
> extra (ie concert tix)just because they did a media buy, but
> how 'bout how successful these annoying commercials were.
> How much money did these "lesser" quality commercials make?
> I'm told Jacob Kurlancheeks actually lost money when they
> dropped Jim Ward during his heyday. Tommy Van Scoy, the
> Carvel guy, Little Bobby on the Valley Chevrolet spots, the
> Pet Supply Plus guys, they all may be lesser quality to
> some, but they work. Sometimes people over analyze things.
>
You are totally correct. Let me tell you a quick Jim Ward
story. His mantra was to run one spot every hour for 12 hours,
7 days a week or 7 days right before the big event or sale.
7a to 7p. It worked like a charm. In the late 90s when I was at
Citadel, a consultant comes in with a program called ASMP.
(Audience Scheduling Maximum Potential). He had all type of
charts and graphs, you name it. Bottom line, he proposed
that we sell advertiers on one spot per hour, 12 hours a day,
7 days a week. Jim just never charged $5,000 seminar fees or
had a name for it.
As for the corny commercials........they drive people to
the business. And even if someone says, "I hate that commercial",
nine times out of ten they can name the product, tell you where
the store is and might even be a customer.
yonkstur

 

[NigelWick]

Re: think about it

> > I'm not gonna go into how much it annoys me that clients
> buy
> > radio for the wrong reasons or that they expect something
> > extra (ie concert tix)just because they did a media buy,
> but
> > how 'bout how successful these annoying commercials were.
> > How much money did these "lesser" quality commercials
> make?
> > I'm told Jacob Kurlancheeks actually lost money when they
> > dropped Jim Ward during his heyday. Tommy Van Scoy, the
> > Carvel guy, Little Bobby on the Valley Chevrolet spots,
> the
> > Pet Supply Plus guys, they all may be lesser quality to
> > some, but they work. Sometimes people over analyze
> things.
> >
> You are totally correct. Let me tell you a quick Jim Ward
> story. His mantra was to run one spot every hour for 12
> hours,
> 7 days a week or 7 days right before the big event or sale.
>
> 7a to 7p. It worked like a charm. In the late 90s when I was
> at
> Citadel, a consultant comes in with a program called ASMP.
> (Audience Scheduling Maximum Potential). He had all type of
> charts and graphs, you name it. Bottom line, he proposed
> that we sell advertiers on one spot per hour, 12 hours a
> day,
> 7 days a week. Jim just never charged $5,000 seminar fees or
>
> had a name for it.
> As for the corny commercials........they drive people to
> the business. And even if someone says, "I hate that
> commercial",
> nine times out of ten they can name the product, tell you
> where
> the store is and might even be a customer.
> yonkstur
>

God rest his soul, and I'm sure he was a nice man, but those Jim Ward spots were a turn off to listeners. They were screaming, cheesy, low rent rants that appealed only to low socio economic groups and reinforced the huckster image this business is known for. Yes, I'm sure the listeners knew all Jim's accounts, and I'm sure some stayed away because of the screaming. The reason a lot of them went with Jim is he was cheap.

 

[ScottSanfilippo]

Re: think about it

> God rest his soul, and I'm sure he was a nice man, but those
> Jim Ward spots were a turn off to listeners. They were
> screaming, cheesy, low rent rants that appealed only to low
> socio economic groups and reinforced the huckster image this
> business is known for. Yes, I'm sure the listeners knew all
> Jim's accounts, and I'm sure some stayed away because of the
> screaming. The reason a lot of them went with Jim is he was
> cheap.


Here's the deal. You remember them. I remember them. Everyone remembers them. And ain't that what it's all about? Do you actually recall commercials that don't drive you crazy? Think about it.

 

[NigelWick]

Re: think about it

> > God rest his soul, and I'm sure he was a nice man, but
> those
> > Jim Ward spots were a turn off to listeners. They were
> > screaming, cheesy, low rent rants that appealed only to
> low
> > socio economic groups and reinforced the huckster image
> this
> > business is known for. Yes, I'm sure the listeners knew
> all
> > Jim's accounts, and I'm sure some stayed away because of
> the
> > screaming. The reason a lot of them went with Jim is he
> was
> > cheap.
>
>
> Here's the deal. You remember them. I remember them.
> Everyone remembers them. And ain't that what it's all
> about? Do you actually recall commercials that don't drive
> you crazy? Think about it.
>

I remember them. It doesn't mean I'll shop there.