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Take Your Radio Ads to the Next LevelMost small businesses do not have a high powered advertising agency to produce award-winning radio commercials for them. Most award-winning radio commercials win for the wrong reasons anyway. Radio commercials should sell the benefits (not features)of your business/product and should be on the same page with print, TV and billboard. A major problem in business advertising today is the lack of coordination of a campaign where all media are targeting the same message. The newspaper ad says one thing and the radio commercial doesn't seem to fit anywhere. Wasted money. Hit'em with the same message across the board and you increase your reach. Radio commercials at smaller radio stations are typically created by the radio salespeople or the announcers. In most cases, neither are trained at selling benefits. It's your money and you shouldn't spend it on amateurish and/or totally ineffective commercials. The biggest mistake many business people make is letting the station staff come up with the commercial copy and finished product. When they play it for you, you can tell they really love it. They wrote it, maybe they voiced it. It's me, me, me. They love all the fun they had making it. They don't know squat about selling benefits. Effective radio commercials - Remember Tom Bodett for Motel Six? A great campaign, it was Tom delivering the benefit for staying at the motel with a little music in the background. Award winning. And Motel Six business shot off the charts. Benefits sell. Yet few local radio people would be comfortable with a straight voice Tom Bodett style ad. They want you to feel like you are really getting something for your money. so they produce a grand scale dud. Here are BIG Mike's tips for better commercials
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Photo: MultiVu Appoints Tracey Page as Divisional Vice President MarketWatch - In her new role, Ms. Page will be responsible for expanding client relationships and increasing sales in the advertising and marketing arena for MultiVu's ... |
Cobb EMC deal leaves co-op with arena advertising Atlanta Journal Constitution, USA - By MARGARET NEWKIRK What will a nonprofit, electric cooperative do with $11 million worth of advertising on a high-profile arts center looming over I-75? ... |
Escapist Magazine | Sony Tries Virtual World Advertising On PS3: Unlike Second Life ... Silicon Alley Insider, NY - Next up with virtual world advertising dollars: Red Bull, which is partnering with Sony (SNE) to put a tropical island and airplane racing game on the PS3 ... Red Bull Builds Itself a ‘Home’ on PS3 |
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