Sponsors who love to hear themselves on the radio.

[cspotrun]

[ Some of these people hear a kid, especially in an ad for a family run business, and think in the back of their minds "wow, they must be honest, they have a cute kid!" A kid in a jewelry store ad, bingo! Young woman wants to shop for wedding rings, the ad with the kid will sell her over every time. Imitating a kid is counter productive to the ads goal and will take away from the purpose of the ad.

No, i disagree, 9 1/2 times out of 10 a kid in an ad is "self-serving" by the advertiser who pays money just to get their "adorable" kid on the radio. and if they don't think the public doesn't feel the same way when they hear it, they're crazy.

It isn't about the jocks. You have your shows, be satisfied with them. These advertisers pay your bills. They have to do what they have to do to sell their products, or they can't pay your bills or theirs. Be happy with your positions. It isn't you vs. them.
[/quote]

if an advertiser wanted to BELCH for 30 seconds would you "as a broadcast professional" advise them, it MIGHT not be an effective way to sell their product or service? they are not ONLY paying for advertising time, but ALSO paying for advice from people who write & produce effective radio ads for a living, what joe schmoe advertiser thinks is a great idea may NOT serve him well, and if it doesn't work and YOU(the broadcaster let him do it, the LAST person he'll blame is himself, he'll blame YOU and he won't be back) ya, its their money, help them spend it wisely.

 

[Keith Kidd]

They aren't belching. That's not a good comparison. They are legitimately doing advertising for their company. If they are obviously being counter-productive in such a way then yes, you have a point, but I hardly see them doing their own ads equivalent to belching and that you must save them from 30 seconds of embarresing gas relief.

Advising them is fine, and that should be done. I'm not going say every client announced ad is effective. This is where sales needs to have a relationship with the client and discuss options and find out what's best for them. Sometimes a professional voice can prove better and sometimes a pro voice along with a jingle is better... and sometimes BOTH works. The Command Performance ads in Indy 30 years back is a good example of a clever jingle ad that worked. What I'm saying here is that there is a lot of room for clients to do their own ads with a non-professional voice and do them effectively. Again, if done correctly they can hold more of an impact and sell their products even better than the average ego head jock, who wants to do nothing more than show off vocal ability than to sell a product for the advertiser. Let's not forget too that some pretty bad and in-effective ads have came straight from the so-called "professionals" mouth. You the broadcaster did that as well and he can blame you for THAT too.

Other than the ego factor, I think some of this atitude is stemming from the fact that some jocks can't be creative on the air anymore. Commercials seem to be the only outlet in radio broadcast today where there is still room for creativity.

 

[bigtime]

If you pay attention to current tv commercials you'll notice a 180 flip in voice use. The announcer voices tend to sound thin and young with sort of a Jim Rome delivery. In a recent national pizza chain spot the "dad" character in the spot has the big voice and the announcer tagging it has the thin voice. That seems to be happening more and more.

 

[cspotrun]

They aren't belching. That's not a good comparison. They are legitimately doing advertising for their company. If they are obviously being counter-productive in such a way then yes, you have a point, but I hardly see them doing their own ads equivalent to belching and that you must save them from 30 seconds of embarresing gas relief.

i won't pretend i know anything about running a used car lot or a furniture store, and people who run used car lots and furniture stores don't know the first thing about radio broadcasting, that's WHY they come to professional broadcasters. because WE know something about presenting those things on the radio, now, they can take the advice or not, and possibly end up sounding or looking like idiots, or if they do their own ads correctly, it might be a winner for them.

Other than the ego factor, I think some of this atitude is stemming from the fact that some jocks can't be creative on the air anymore. Commercials seem to be the only outlet in radio broadcast today where there is still room for creativity.

and its too bad that there's damn little "creativity" there too. as a "Jock" i could care less whether i voice a clients commercial, its just more work i have to do, i don't need to be ON a commercial to feel fulfilled, i have an air shift for that, to think this has something to do with ego from the announcers perspective, you haven't heard the whining from most jocks who are assigned production work to do, you are on the wrong track. its much EASIER to let the client do his own commercial, and that in too many cases is the problem.

 

[radioho]

This entire thread explains how many local radio 'professionals' don't get it. Much like the musician who says 'I'm not selling out, I'm playing the music "I" want to hear' -- hence, they're in their basement and never get a deal.

The bottom line - the spots work. YOU may want to turn them off - just like a musician will criticize 'sell out' music - but if people buy it - it WORKS! THAT'S what drive radio ladies and gentlemen, NOT your fantastic pipes or personality.

These long time 'ego driven' sponsors are getting results or they wouldn't be doing them for years and years. 'Professional' Announcers are boring and one spot sounds like the next. The little kids perk the ears up and MAKE you realize the name/company.

Jocks hate them, but then bitch about having to cut spots. But jocks are notorious for NOT having a clue how money is made in radio. It comes from those 'ego driven' advertisers who want to spend money to MAKE money!

 

[Silkie]

This entire thread explains how many local radio 'professionals' don't get it. Much like the musician who says 'I'm not selling out, I'm playing the music "I" want to hear' -- hence, they're in their basement and never get a deal.

The bottom line - the spots work. YOU may want to turn them off - just like a musician will criticize 'sell out' music - but if people buy it - it WORKS! THAT'S what drive radio ladies and gentlemen, NOT your fantastic pipes or personality.

These long time 'ego driven' sponsors are getting results or they wouldn't be doing them for years and years. 'Professional' Announcers are boring and one spot sounds like the next. The little kids perk the ears up and MAKE you realize the name/company.

Jocks hate them, but then bitch about having to cut spots. But jocks are notorious for NOT having a clue how money is made in radio. It comes from those 'ego driven' advertisers who want to spend money to MAKE money!

I tend to agree with your post. I have recorded my own advertising. Granted, I had the assistance of the GM of the radio station with respect to the technical aspects of the advertising, but I stood in a studio and did it myself in precisely 60 seconds. I requested that it be placed where it would stand pretty much on its own, and where it was likely to have the biggest impact. I hit a grand slam doing it myself.
The sales department didn't enter into it. I went where I knew I would have listeners, because I knew it was the top rated station at the time.

As I recall, I only bought six spots. It might have been seven. I got invited back too.

 

[PTBoardOp94]

The original poster mentioned Evansville.

DPatrick Motoplex is probably one of the more notorious clients for this, on both radio & TV.

But I'd much rather listen to "Hey! TriState! What's you your driveway" for a minute than sixty seconds of Brian Jackson hawking Patriot Pre-Owned, Morgan and Boeke, where you WILL save money ... money ... ney."

And guess what. Brian Jackson is a radio guy. But after he left SCC, he started working for one of the agencies. I'm pretty sure he knows how radio makes money. (The answer is dollar-a-holla, dawg)

And I do mean holla.

 

[Timewarp]

This entire thread explains how many local radio 'professionals' don't get it. Much like the musician who says 'I'm not selling out, I'm playing the music "I" want to hear' -- hence, they're in their basement and never get a deal.

The bottom line - the spots work. YOU may want to turn them off - just like a musician will criticize 'sell out' music - but if people buy it - it WORKS! THAT'S what drive radio ladies and gentlemen, NOT your fantastic pipes or personality.

These long time 'ego driven' sponsors are getting results or they wouldn't be doing them for years and years. 'Professional' Announcers are boring and one spot sounds like the next. The little kids perk the ears up and MAKE you realize the name/company.

Jocks hate them, but then bitch about having to cut spots. But jocks are notorious for NOT having a clue how money is made in radio. It comes from those 'ego driven' advertisers who want to spend money to MAKE money!

Ding! Ding! Ding! The Ho gets it. These are the most effective of all spots. Listeners will go to a business and tell them they heard them on the air.

Commercials are about money. Some people don't know radio needs money to survive and advertisers need results.

 

[cspotrun]

This entire thread explains how many local radio 'professionals' don't get it. Much like the musician who says 'I'm not selling out, I'm playing the music "I" want to hear' -- hence, they're in their basement and never get a deal.

The bottom line - the spots work. YOU may want to turn them off - just like a musician will criticize 'sell out' music - but if people buy it - it WORKS! THAT'S what drive radio ladies and gentlemen, NOT your fantastic pipes or personality.

These long time 'ego driven' sponsors are getting results or they wouldn't be doing them for years and years. 'Professional' Announcers are boring and one spot sounds like the next. The little kids perk the ears up and MAKE you realize the name/company.

Jocks hate them, but then bitch about having to cut spots. But jocks are notorious for NOT having a clue how money is made in radio. It comes from those 'ego driven' advertisers who want to spend money to MAKE money!

Ding! Ding! Ding! The Ho gets it. These are the most effective of all spots. Listeners will go to a business and tell them they heard them on the air.

Commercials are about money. Some people don't know radio needs money to survive and advertisers need results.

ahh! you're both starting to sound like Russ Oasis. :

 

[Keith Kidd]

to think this has something to do with ego from the announcers perspective, you haven't heard the whining from most jocks who are assigned production work to do

I'm responding to the topic of this thread. The topic is about sponsors who have the audacity to do there own commercials when such brilliant vocal chords have graced the building. In response to this thread (now remember, I'm responding to the original subject matter of the thread, OK?) I'm saying that sponsors doing commercials could have a bigger impact on sales if the ads are done correctly. The first few post aren't jocks bitching and whining that they have to do production, they are bitching because they weren't chosen to do the clients ad's. They can bitch and whine all they want, that doesn't mean they want the "amateurs" doing spots. Obviously. So yeah, it's ego.

As far as the bitching and whining goes, it could be worse. They could have run a board for 4 hours without being on the air at all at a stale ass radio station that thinks it can run itself with no effort, and then turn around and have to head to the production room for another four hours. In some cities they would call that sad and unchallenging. In Indianapolis they prefer to call it the greatest hits of the 70's.

 

[radioho]

I'm saying that sponsors doing commercials could have a bigger impact on sales if the ads are done correctly.

How do you know they don't have a bigger impact than if they were 'done correctly?'

... they are bitching because they weren't chosen to do the clients ad's. They can bitch and whine all they want, that doesn't mean they want the "amateurs" doing spots. Obviously. So yeah, it's ego.

More board ops than not are typically amateurs - but just don't know it - or want to admit it. Have you heard X103 evenings? Sounds like MIDDLE SCHOOL broadcast class.

As far as the bitching and whining goes, it could be worse. They could have run a board for 4 hours without being on the air at all at a stale ass radio station that thinks it can run itself with no effort, and then turn around and have to head to the production room for another four hours. In some cities they would call that sad and unchallenging. In Indianapolis they prefer to call it the greatest hits of the 70's.

Right on target! Except technically, they really AREN'T the greatest hits of the '70s, just some over-the-hill PD's iPod list.

 

[Keith Kidd]

Right on target! Except technically, they really AREN'T the greatest hits of the '70s, just some over-the-hill PD's iPod list.

Well...actually I was talking about WNAP in the 90's, but that's OK, I'm sure the statement can be applied to other stations.

People love different types of interaction, they are drawn to it. That's why a lot of these sponsor announced commercials work. It's always been that way and it always will be. Radio worked so well back in the day because the music was only a part of a stations success. Take away that human element and you have an over-sized Winamp player. Talented DJ's make the music sound fresh and non-mundane. It's an art to make everything feel alive and almost new again, even if you are playing classic hits. It's the atmosphere the station brings that keeps people glued for more than 5 minutes. People don't just listen to the radio for the music. People listen because they have a need to be entertained, whether they realize that's why they are listening or not. Research has shown this. They have a different mind set when turning on the radio in comparison to when they turn on their iPods, their CD players or any other means to hear music.

 

[radiorob2.0]

The original poster mentioned Evansville.

DPatrick Motoplex is probably one of the more notorious clients for this, on both radio & TV.

But I'd much rather listen to "Hey! TriState! What's you your driveway" for a minute than sixty seconds of Brian Jackson hawking Patriot Pre-Owned, Morgan and Boeke, where you WILL save money ... money ... ney."

And guess what. Brian Jackson is a radio guy. But after he left SCC, he started working for one of the agencies. I'm pretty sure he knows how radio makes money. (The answer is dollar-a-holla, dawg)

And I do mean holla.

One correction, Brian never worked for SCC.

As long as we are talking Evansville, let's not forget Roger Levi(sp) of Kruckemeyer & Kahn as well as Mr. EXPRESSWAY DODGE!!!!!! And because folks in Southern Indiana have a chance to hear him, Barry (our creditors want money and we need to sell inventory) at Furniture Plus-corner of Parrish and Wing Avenues. Who can forget his great catch phrase of the mid-nineties GET YA SOME!!! that is second to Don Moore and "It's Hot Don!!!"

 

[Rowdy1234]

I agree with what each of you have mentioned. Whenever I hear an ad from Reiss-Nichols, Tom Shane or Andy Mohr, I will immediately turn the radio off. Just plain annoying. The worst ones, though, have to be for the Muncie/Anderson/Daleville/Richmond/(fill in the blank) Furniture outlets. The "I'll save you money!" guy... I think his name is Roger. Can't stand his commercials. Plus, Backyard Broadcasting always plays them in sets of two. Double the annoyance!

Roger Richert is the "I'll Saaaaave you money!" guy, and I agree with you 100%.

Chuck Wellings from Wellings Toyota in Richmond was someone else who was all over the dial in that area back in the day, especially on Richmond's K-96 and Magic 101, but say what you will about these annoying commercials, they were/are certainly memorable, and that's effective advertising.

 

[cspotrun]

i can't speak for all "air-talent" but i for CARE and WANT the station i work for to make money$$$$$$$$$$$$$ lots of it so i can keep my job. as for clients doing their own ads, no one has any definitive proof that they are more effective, or less effective, as far as the issue of clients doing their own ads, remember the saying, a Lawyer who acts as his own attorney has a fool for a client.
(get professional advice)

 

[Keith Kidd]

Give me a break, some of the biggest mistakes I've heard has come from staff written copy and straight out the mouth of the "professional". Most of these ads are repetitive boring cliche' statements that are interchangeable from one ad to the next. I hear sponsor announced ads use these liners as well, and they are reading from the copy the staff gave them, or helped them write. The listener does hear these cliche's but can no longer attach them with any particular ad. The listening public has grown accustomed to these cliche's and actually believe this is the way commercials are supposed to sound, and because of that they tune them out. "We WON'T be undersold!"...."talk to our friendly and knowledgeable trained sales people"...and "we've been in blah blah town since 1923". All cliche' statements and fatigue to the listeners ears. Whatever you choose to do, whether the client does the ad or an employee of the station does it, is to make sure the listener wants to hear all of the freakin ad, that's your first goal. That ain't going to happen with the wonderful pipes and the cliche' liners telling everybody "Time is running out!" The only thing the people in this thread are concerned with is the fact they are radio professionals and the clients aren't, and they should be doing the ads because by golly they have great delivery. Well, whooopty freakin' doo, can you sell too? Because if you can't those pipes don't mean squat.

 

[radioho]

as for clients doing their own ads, no one has any definitive proof that they are more effective, or less effective,

Typical non-sales employee. There are PLENTY of individual cases where the client coming on or having his/her kids do it has shown an upsurge in not only recognition to the client, but in sales also. If you were EVER in the sales side, you would have these cases as well.

You SAY you want what is best for your station. Not all advertisers are patient with their sales strategy and need a quick 'fix' regarding recognition - which their friends give them in feedback. Sometimes that keeps the client on the air, then the actual sales start coming.

So if it's the station you're concerned about, and not the obnoxious interruption in your board-oping, then you'd see the light.

Otherwise, you're only speculating. Those of us in the jungle know it works.

 

[Timewarp]

A slick commercial may win an award for an ad agency. Well produced ads may bring pride to a station.
But, your listeners don’t listen to you, or watch a TV show because of the fine commercials. In fact,
If you played an ad, then played a song, then another ad- guess what? You won’t have many fans at all.
This is why stations strategically put commercials in spot breaks at certain times to play the ratings game.

I have seen many stations lose their shirt and their pants too. Read this thread and you will see why.

 

[radioho]

I have seen many stations lose their shirt and their pants too. Read this thread and you will see why.

Bingo! The biggest mistake many owners/corporate make is placing a boardop/dj in a management position because they'll continue to work cheap. Yet have no real experience dealing with sales dept or traffic. They assume these 'professionals' will learn on the job. Unfortunately, as we've seen just recently in this very market - boardop/dj promotions will NOT advance a stations financial or public value.

The music is what drives most stations, but being 'kool and hip' in music knowledge (boardop/dj) typically does NOT make for a sound dollar and 'sense' person.

No offense to boardop/djs - as we've all started somewhere/someway and we're all green in the beginning. But the cost cutting of cheap owners cause the loss of more revenue than they can even imagine. But a write-off/hobby can afford to lose sponsors and credibility without much concern.

Unfortunate for the listeners in a market of limited frequencies.

And just to keep this post relevant for this thread - bring back Buddy's Carpet Commercials! Annoying but again - effective!

 

[gmradio]

Funny you hate all of these local commercails yet you remember them all. Isn't that the point to be remembered? AKA effective ads. Besides it keeps you from having a stop set of commercials with just one or two stations voices. That is if you are luck enough to have two left.