Sponsors who love to hear themselves on the radio.

[cspotrun]

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


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.

oh, is that the "respect" you give the "Product" you are selling out there.

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

ok, that settles it, the only ad's that work, are voiced by clients, and that is all that is on your station? no? why?

 

[Lafayette Unplugged]

I need to hear more talented jocks doing spots before I totally dismiss the idea of a supposed "hack" sponsor doing their own voice work.
Not every jock with a mic has both the pipes and talent to do a decent spot no matter how great they are during their shift.

Also, in the Lafayette market, you only get to hear 2 of the same people reading a spot, so it really just sounds like one big long read with music behind it.
A horrible sponsor read is a welcome relief from the monotony around here. Sad but true.

 

[cspotrun]

I need to hear more talented jocks doing spots before I totally dismiss the idea of a supposed "hack" sponsor doing their own voice work.
Not every jock with a mic has both the pipes and talent to do a decent spot no matter how great they are during their shift.

Also, in the Lafayette market, you only get to hear 2 of the same people reading a spot, so it really just sounds like one big long read with music behind it.
A horrible sponsor read is a welcome relief from the monotony around here. Sad but true.

do you think orson wells was any good? he used to do voice-overs radio commercials, then there was mason adams... a station that runs alot of network, or national, regional spots is going to sound alot better than a 18 year old reading copy, which sadly most markets like lafayette are left with, so i guess "Junior Samples" doing his own commercial for his used car lot, might sound terriffic.

 

[Timewarp]

Maybe we should just be glad that people are still buying ads. Radio is now going through some tough times.

 

[Silkie]

Maybe we should just be glad that people are still buying ads. Radio is now going through some tough times.

People are still buying ads. Sometimes they don't last, however, especially when you have a station that sends its sales force into other markets where people do not listen to, and cannot receive, your farther away station; or when people just don't drive that distance to patronize a small business that got sucked in - once or twice. Then you are back to square one.

And if you should happen to hear that station on a piece meal basis you can usually tell when they are not happy about the local station getting the bigger advertisers, and the local draw of business. When you have a consumer who is partial to the better local station it doesn't help the farther away station either, especially when the only place the farther away station can be heard is in a car, and the consumer who knows the driver says, "That is not as good a station as this one. Try it out for a minute.". Without fail, they stay with the station the consumer recommended.

Finally, everyone at the competitive local level is grateful to the farther away station for keeping less than mediocre air staff in a time slot that is slow to begin with, where it is cheaper to place ads because they get little or no audience. That is another factor that few take into account. The others who get better audience can try to take up the slack, but they end up with tar on themselves too.

 

[cspotrun]

Maybe we should just be glad that people are still buying ads. Radio is now going through some tough times.

i say, anything goes, lets make a buck! "lets drag the sound of commercial matter down to the level of crappy programming". C'Mon! its 2009!

 

[Lafayette Unplugged]

Unfortunately, CSpot, the business would have to pay Orson Welles/Mason Adams big money to have their voices on their spots.
And we're back to square one...

I'd rather have "Junior Samples" doing his own because at this stage of the game it would actually be the "fringe" thing to do.
Right now my favorite commercial locally is "Moe's Auto Sales in Dayton".
In Moe's case, I'll go with him rather than the production director talking about "all your auto needs" for 60 seconds.
Otherwise you keep getting 4 minute spot breaks with the same jock/production guy/salesperson reading copy for 60 seconds with the same music behind it.
Then it totally compromises the whole point of getting noticed, doesn't it?

The sales person sells it to the client as "Hey! We'll have me or one of our jocks cut it for you for free!" and it instantly becomes wallpaper.
But if you tell the same client that they have to pay $500-$1200 for a national voice or out-of-market person to cut it, they flinch.
That's how you/they get stuck with mediocrity.

 

[radioho]

Maybe we should just be glad that people are still buying ads. Radio is now going through some tough times.

i say, anything goes, lets make a buck! "lets drag the sound of commercial matter down to the level of crappy programming". C'Mon! its 2009!

Your sarcasm is boring and without any merit - painting you as a disgruntled boardop.

No one on here has suggested all commercials should be client-voiced spots. Just as no one (other than YOU) has suggested that all commercials should be done by the on-air staff.

At MOST successful stations with qualified sales people and TRAINED production/on-air staff, there is a good mix of agency produced spots, on-air staff spots and client-voiced spots.

Do you play ALL your music at the SAME tempo? Same key? Same band? NO - it's called 'diversity.' Works in the sales world too.

 

[N_D_Radioguy]

Do you play ALL your music at the SAME tempo? Same key? Same band? NO - it's called 'diversity.' Works in the sales world too.

In this era of intellectual fascism political correctness, might I suggest "variety" as a better word choice.

 

[cspotrun]

Do you play ALL your music at the SAME tempo? Same key? Same band? NO - it's called 'diversity.' Works in the sales world too.

In this era of intellectual fascism political correctness, might I suggest "variety" as a better word choice.

none of you can tell me that EVERY client voiced ad is "wonderful", in fact there are some that make you run for the button right?
and if you run for the button you don't hear the ad, same thing with some disgruntled puker, like ho, who probably "used" to voice commercials when he was a bad small town jock, those are no good either, so i guess we can all agree, it all depends on how effective it is, without making us run for the button. i for one, would like to B*T*CH slap that Billy Mays whenever he comes on TV. and for that reason i would NEVER buy any product he was selling.

 

[Timewarp]

Most people hit the button when the commercial break comes on. Me too.

 

[radioho]

none of you can tell me that EVERY client voiced ad is "wonderful", in fact there are some that make you run for the button right?

And EVERY professionally voiced ad is "wonderful?" And who decides when/if it passes your "wonderful" test?

 

[cspotrun]

none of you can tell me that EVERY client voiced ad is "wonderful", in fact there are some that make you run for the button right?

And EVERY professionally voiced ad is "wonderful?" And who decides when/if it passes your "wonderful" test?

everybody has their OWN test, they know what sucks, and if you don't know what sucks,YOU suck! if somebody producing a successful ad campaign doesn't have the experience to know what sucks they should do the client a favor and step aside and let someone who knows what they're doing handle it. i've won ADDY awards, it doesn't mean i know everything like you MR. Ho, but i at least i have a better idea of what will and will not work for a client doing his own ad copy, and i'm willing to help if asked.
just to let you know i'm not totally opposed to clients doing their own ads, the ad agency that handled(advised) Orville the popcorn king , Bartles & James and good old Col Sanders, for example, hit home runs with those.

 

[cspotrun]

Most people hit the button when the commercial break comes on. Me too.

the trick is to not only get your message across but also(dare i say it, ENTERTAIN) the audience, if you can do that, you WIN!
have you ever been on the air and gotten a REQUEST to play a commercial again? (because it was so funny or good?) i have, and NO it wasn't from the client either.

 

[N_D_Radioguy]

the ad agency that handled(advised) Orville the popcorn king , Bartles & James and good old Col Sanders, for example, hit home runs with those.

The Bartles & Jaymes guys were actors.

E & J Gallo Wineries made the product.

One of the best agency ad campaigns of its time.

 

[radioho]

and if you don't know what sucks,YOU suck!... i've won ADDY awards, it doesn't mean i know everything like you MR. Ho.

You've proven on this very thread to have INCREDIBLE communication skills.

 

[radioho]

just to let you know i'm not totally opposed to clients doing their own ads, the ad agency that handled(advised) Orville the popcorn king , Bartles & James and good old Col Sanders, for example, hit home runs with those.

Oh, I see the problem here - YOU are talking about TELEVISION ads - I thought we were talking RADIO - my bad.

 

[Flying-Dutchman]

Most people hit the button when the commercial break comes on. Me too.

the trick is to not only get your message across but also(dare i say it, ENTERTAIN) the audience, if you can do that, you WIN!
have you ever been on the air and gotten a REQUEST to play a commercial again? (because it was so funny or good?) i have, and NO it wasn't from the client either.

Maybe his sister was in the commercial?

 

[cspotrun]

just to let you know i'm not totally opposed to clients doing their own ads, the ad agency that handled(advised) Orville the popcorn king , Bartles & James and good old Col Sanders, for example, hit home runs with those.

Oh, I see the problem here - YOU are talking about TELEVISION ads - I thought we were talking RADIO - my bad.

Bartles & James, Orville and Col Sanders were on radio along with the TV campaigns. and print, not that it matters here.

 

[mouseman]

Sometimes it is in the best interest of the client to have them record their commercial in their own voice to establish trust and credibility with your audience. It's not about production quality, or voice quality.
I'm certainly not making a blanket justification for a number of the bad, screaming, non-funny-trying-to-be-funny auto dealers out there. Those guys just like to stroke their own egos; they are successful at one thing and think they are equally amazing at everything else they touch.
Yes, sometimes its just the money.

But, if you're in our industry, and you're truly trying to help a client be successful, there are times when their own, sincere voice delivering their own message [with copywriting help] builds a connection with the audience. I'll give you one example many on this board probably aren't familiar with.
There is a realtor in Indianapolis by the name of Kristie Smith. She markets herself well, with a nice web presence, a monthly decorator magazine published and mailed to her database, an email marketing strategy, and she uses radio, specifically Radio Disney. She voices her own ads. Her copy is contemporary, addressing the current market conditions with straightforward messages. She has a pleasant voice, and is a good public speaker so she can read the copy well. She identifies herself as delivering the message, and doesn't come off as just reading a script. In short, when you hear her, you know she is really trying to connect with the listeners. Radio Disney is a good station for her to be on, with high concentration of moms [families with kids]. But that in and of itself wouldn't be worth a jar of beans in this economy for a realtor. The fact is her "brand" is through the roof [bad pun]; her market recognition is very high [she's recognized all the time in the course of her business], and her business GREW last year in this economy. She has connected with this audience, and consistently continues her advertising to maintain, even further build that connection, and credibility with that audience.
It's only one example, I know. But, isn't this what we claim is the strength of advertising on radio? Not necessarily the best production piece [whether done locally or agency produced] but connecting with the audience, not just throwing message after message at the listener that they tune out?