|
|
 |
Radio and Television Ads: Clever Vs. Annoying
Ever heard or seen a radio or television commercial that you really liked and actually looked forward to hearing or seeing again only to be assaulted by another one so annoying it made you want to heave your radio or television out the window? What makes one commercial so enjoyable while others seem to be so abysmal? It's all in the ability to make the listener or viewer remember the ad in a creative, clever way and I'm about to give you some advice on how to do just that so read on! One of the most successful ways of creating clever ads is to add humor. Unfortunately that's not an easy thing to do as you have probably heard or seen many commercials try and fail. There is a fine line between writing a spot people will laugh and identify with and writing one that falls flat on its face and unfortunately most spots fall into the latter category. The best advice on using humor in ads that I can give you is this: hire a professional who specializes in writing humorous ads. I say this because the majority of advertisers that attempt to write their own funny ads fail miserably. The main reason is because it takes a trained writer to know how to create an ad that includes not only genuinely funny copy, but also perfect timing and the right amount of copy needed to pull it off. Having said this, if you still insist you've written a funny spot for your business the best way to find out is to read it to some unbiased ears which means someone other than your wife, husband, or best friend. Humor in itself is subjective but for the most part if it's funny they'll laugh, and if they don't get it, even if you think it's a real knee slapper, it's time to try another approach. I've written thousands of ads most containing humor but even I don't know for sure how well they will be received once they hit the airwaves. Another tricky part about putting humor in ads is that it takes more time to establish the bit, which means you have less time for the rest of the copy. The same rule goes for putting voice impersonations in your radio ads. I tend to use voice impressions that I or others do in radio spots from time to time and it can be a real attention getter. However, this can also backfire as I've heard spots where voice impersonations were used just for the sake of putting them in the spot with no real message or tie-in to the product or service. Once again, this is wasted ad dollars. You may have heard or seen ads you thought were extremely annoying and wondered why the advertiser even bothered. What they've learned is that even bad spots will eventually stick in the mind with enough repetition. The problem here lies with whether what ends up sticking is a negative reinforcement. There's a national jeweler who comes to mind that likes to do his own radio commercials. His nasally voice and dry as sand delivery while quite annoying, have become his trademark. So in essence his annoyance is part of his brand. Successful? Perhaps, but you'd be hard pressed to get me to shop there. Remember that besides being clever, your ad has to deliver the goods. In other words, ads that are clever just for the sake of being clever won't accomplish much. Have you ever had someone tell you about a funny spot but when you asked who the ad was for, they can't remember? That's a case of the copywriter indulging his or her own cleverness and missing the main point. Your copy must also give the listener or viewer a reason to call or come by and most important, remember your name! Sometimes a "call to action" works well. This could be in the form of a price point, a special time sensitive sale or a "radio/TV coupon" in which the listener or viewer is told to mention they heard or saw the spot for a special price. It could also involve having the listener or viewer respond immediately as in, "the first 25 people to call now receive..." however, make sure your phone lines can handle the response. In today's world it takes a clever message to be heard, seen, and remembered above all the mindless advertising banter. And if done right, all the other ads can become "advertising wallpaper" for your clever, stand out, ad campaign! Hal Eisenberg is an award winning copywriter, voice over talent and producer, as well as owner of The Eisenberg Agency, a full service advertising agency specializing in creative ads that get results. Visit his web site at http://www.eisenbergagency.com
MORE RESOURCES:
Advertising - Google News |
|
|
|
RELATED ARTICLES
Attention-Grabbing Fixes that Make Your Yellow Page Ad Leap Off the Page Stand Out in Ways that Matter to Directory Users A Yellow Page directory presents a difficult challenge for advertisers. All the competitors are packed together, within the space of a few pages. Advertising Primer for Fast Learners Advertising, when done well is a very effective way to increase your customer base and ultimately grow your bottom line.Many businesses have no idea how to advertise; they do a little bit here and a little bit there and end up saying that advertising doesn't work. Fax Advertising : Hitting Your Target Immediately In the business of marketing and advertising, it used to be that companies that wanted to get the word out quickly to key customers on a new development would rely on email with follow-up phone calls. But with the new technologies available in fax broadcasting, fax advertising has taken over as the advertising medium of choice when it comes to contacting your customers at the speed of light. Electronic Display Signs Electronic display signs are used nowadays in great extent to display important information instantly all over the world, which uses LED technology, which stands for light- emitting diodes. These are widely used in the worlds of commerce, government and even non-profit organizations. I Dont Want to be Different To succeed in today's crowded marketplace where most of the products and advertising look exactly the same, a small business owner must stand out, shouting above the din with a message so clear and compelling that prospects stop and take notice. It's a matter of business survival. Organizing Business Cards for Effective Contact Management Now that you've had colorful new business cards printed, and have been distributing them diligently, what do you do with the cards you collect from other people?If you're like most people, you have a stack of rubber-banded cards floating around you desk. Or you have been using them as bookmarks, toothpicks, and used gum wrappers and they are all over your office, car, wallet and purse?Without a good filing system, the information on those cards is useless. 11 Ways To Make Your Business Cards Work For You 1. Spend money on decent quality business cards. Top Jingle Companies: What to Look For, What to Expect The internet offers you the opportunity to seek out jingle companies and listen to their jingle samples online. Your success depends upon a thorough evaluation of as many companies as possible. 5 Tips for Hot Yellow Pages Ads Yellow Pages advertising is one of the most popular forms of advertising in the country today. Almost every home in America (96. Should You Advertise on TV? When people discover my background in advertising, the questions flow. One of the most frequent questions is "Should I advertise on TV?"I can't answer that questions until I ask a number of questions first. How to SAVE Yourself from Spending too Much Money on Advertising! How much money have you spent in Advertising, Promotion & Marketing? If you're like most people you've probably spent over $1000 or more. Many individuals and companies have spent $2000 to $50,000 in Advetising within a course of 1 Year. In Advertising Bigger isn't Always Better If you have been following the recent advertising news you will notice that more and more major advertisers are looking to smaller ad agencies to handle their campaigns.Is it because they feel bad? Is it because they are cheaper? Or is it because they see the level of creative talent of smaller agencies?Lets take a quick look at why this is happening and how this is good for the consumers and the advertisers. If You Invest Money on Advertising, then You could Save Thousands through this Simple Little Secret A few years ago, I analysed the statistics of where one of my clients, M & M Pest Control in Sydney, generated all their leads from. As a result of this, Ray Milton, the director of the company said:"Scott measured the results we were getting from our advertising, and as a result, this confirmed my decision to eliminate over $42,000. Persistant Advertising Will Do No Harm! From my experience, I've been on many discussion groups and have spoken to many other like minded people. The one topic that always seems to arise is how to get massive sales right away. Business Plan Appeal - Five Rules For Writing Attention Grabbing Headlines The success of a business plan stands or falls on its ability to get potential investors to take a moment to read it. Nothing works better for doing this than well-written headlines designed to interrupt and engage investors. Advertising Costs Getting Too High? Everyone knows that advertising is essential to growing a business. One problem that small business owners have always faced is the high cost of marketing. How To Get Big Sponsorship Money for Your Band, Tour, Event or Production Touring is a bands greatest opportunity for success. But, touring can be very expensive. 3 Simple Steps to Getting Thousands in Free Advertising Many entrepreneurs believe that they understand what public relations is, but very few do. Publicity and public relations can be used to boost your business by thousands of dollars a week or kill it; the trouble is using it to your advantage. Using Ad Agencies and Designers Advertising and promoting your business is expensive, so it's important to get the most from your advertising budget. That means understanding how to get the most from your ad agency or graphic designer. Forgot The Ad Budget? Dont Panic! Bob is excited about his new business. He secured funding.
|
|
Home | Marketing eCourse | Online Marketing Kit | Web Hosting | Links | ClickBank Portal Advertising Information | Blogging & RSS | Branding Information | Copywriting | Traffic Building Email Marketing | Ezine Publishing | Site Promotion | PPC Advertising | E-Books |
| Copywrite © 2006 www.AdAdvantageSuccess.com All Rights Reserved. |
