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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
Mailto: halacious@eisenbergagency.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. December / 06 / 2019

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Adtech Leaders Launch FlowerShop Media Digital Advertising Platform Designed for the Cannabis Market  Associated Press

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Here's a crazy idea: Stop advertising so you can give away veterinary care  dvm360

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Where Are NFPs Going Wrong with Their Advertising?  MarTech Series

Facebook and Alphabet upgraded by Stifel on advertising optimism - CNBC
Facebook and Alphabet upgraded by Stifel on advertising optimism  CNBC

Outcry as Google bans political advertising in Singapore as election looms - BBC News
Outcry as Google bans political advertising in Singapore as election looms  BBC News

3 Top Stocks to Buy in Digital Advertising - Motley Fool
3 Top Stocks to Buy in Digital Advertising  Motley Fool

Reaching Live Sports Viewers with Advanced Advertising - Broadcasting & Cable
Reaching Live Sports Viewers with Advanced Advertising  Broadcasting & Cable

Landmark Lawsuit Wants Fossil Fuels Ads to Carry Warning Labels - Gizmodo
Landmark Lawsuit Wants Fossil Fuels Ads to Carry Warning Labels  Gizmodo

Advertising Market (Edition:2019) Outstanding Growth – Omnicom Group, Dentsu Inc, Publicis Groupe - Associated Press
Advertising Market (Edition:2019) Outstanding Growth – Omnicom Group, Dentsu Inc, Publicis Groupe  Associated Press

TikTok takes on Facebook in US advertising push - Financial Times
TikTok takes on Facebook in US advertising push  Financial Times

How Alibaba Quietly Leads China's Digital Advertising Market - Motley Fool
How Alibaba Quietly Leads China's Digital Advertising Market  Motley Fool

Rodney Davis campaign targets media, quadrupled advertising in 2018 - CU-CitizenAccess.org
Rodney Davis campaign targets media, quadrupled advertising in 2018  CU-CitizenAccess.org

Top tips for better localized programmatic - Advertising - BizReport
Top tips for better localized programmatic - Advertising  BizReport

P&G's Pritchard Preaches DIY Advertising 12/06/2019 - MediaPost Communications
P&G's Pritchard Preaches DIY Advertising 12/06/2019  MediaPost Communications

Is Your Dealership Using Video Advertising to Its Full Potential? - http://cbtnews.com/
Is Your Dealership Using Video Advertising to Its Full Potential?  http://cbtnews.com/

Advertising and Marketing Cannabis Products in Your New Jersey Marijuana Business - JD Supra
Advertising and Marketing Cannabis Products in Your New Jersey Marijuana Business  JD Supra

Three Tips For Using OTT Advertising As Part Of Your Digital Marketing Strategy - Forbes
Three Tips For Using OTT Advertising As Part Of Your Digital Marketing Strategy  Forbes

Why Intrusion-Lite Advertising is the Future of Digital Ads - MarTech Series
Why Intrusion-Lite Advertising is the Future of Digital Ads  MarTech Series

Ad buyers are wary of advertising becoming a casualty of the streaming wars - Digiday
Ad buyers are wary of advertising becoming a casualty of the streaming wars  Digiday

Vast Majority of UK Adults Oppose Unregulated Political Advertising Online, New Intuit Research/Norstat Survey Reveals - MarTech Series
Vast Majority of UK Adults Oppose Unregulated Political Advertising Online, New Intuit Research/Norstat Survey Reveals  MarTech Series

UK Advertising to Reach £24bn in 2020; Ogury Raises USD$50m (£38m) - ExchangeWire
UK Advertising to Reach £24bn in 2020; Ogury Raises USD$50m (£38m)  ExchangeWire

Paul Bainsfair: how to safeguard advertising's future - More About Advertising | Insights into Advertising
Paul Bainsfair: how to safeguard advertising's future  More About Advertising | Insights into Advertising

The 30 Under 30 Reshaping Marketing And Advertising 2020 - Forbes
The 30 Under 30 Reshaping Marketing And Advertising 2020  Forbes

Addressable TV advertising for every platform operator - Videonet
Addressable TV advertising for every platform operator  Videonet

National CineMedia On In-Theater Advertising: 'It's A 50-Foot Screen And A Captive Audience' - AdExchanger
National CineMedia On In-Theater Advertising: 'It's A 50-Foot Screen And A Captive Audience'  AdExchanger

SEC Proposes Revisions to the Advertising Rules for Investment Advisers - Lexology
SEC Proposes Revisions to the Advertising Rules for Investment Advisers  Lexology

Origin Indonesia | Driving e-commerce growth in Southeast Asia with digital advertising - TechNode
Origin Indonesia | Driving e-commerce growth in Southeast Asia with digital advertising  TechNode

Cosmetics Advertising in China - Lexology
Cosmetics Advertising in China  Lexology

MainAd, an Advertising Technology Company Appoints Roberto Pizzato as Its Head of Marketing - MarTech Advisor
MainAd, an Advertising Technology Company Appoints Roberto Pizzato as Its Head of Marketing  MarTech Advisor

Eco-friendly or falsely advertised? Sustainable fashion advertising in Europe: do's and don'ts - Retail & Consumer Products Law Observer
Eco-friendly or falsely advertised? Sustainable fashion advertising in Europe: do's and don'ts  Retail & Consumer Products Law Observer

SEC Responds to Tech Changes with Advertising Amendments - The National Law Review
SEC Responds to Tech Changes with Advertising Amendments  The National Law Review

Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Losses… - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Losses…  Coeur d'Alene Press

SEC Proposes Significant Amendments To Investment Adviser Advertising Rule - Corporate/Commercial Law - United States - Mondaq News Alerts
SEC Proposes Significant Amendments To Investment Adviser Advertising Rule - Corporate/Commercial Law - United States  Mondaq News Alerts

Truth in advertising? - Herald-Mail Media
Truth in advertising?  Herald-Mail Media

ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Do you have degenerative disc disease? - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Do you have degenerative disc disease?  Coeur d'Alene Press

A New Tool From Spotify Walks the Line Between Advertising and Pay-For-Play - Rolling Stone
A New Tool From Spotify Walks the Line Between Advertising and Pay-For-Play  Rolling Stone

'Bach' star Evan Bass to pay $150K for alleged false advertising - Fox News
'Bach' star Evan Bass to pay $150K for alleged false advertising  Fox News

Classifieds - Chicago Reader
Classifieds  Chicago Reader

5 trends that threaten the Facebook-Google duopoly in digital advertising - AdAge.com
5 trends that threaten the Facebook-Google duopoly in digital advertising  AdAge.com

Minnesota Sues Juul Over 'Deceptive Advertising' - Twin Cities Business Magazine
Minnesota Sues Juul Over 'Deceptive Advertising'  Twin Cities Business Magazine

Amazon Management Talks AWS and Advertising - The Motley Fool
Amazon Management Talks AWS and Advertising  The Motley Fool

Bloomberg 2020 Campaign Launch Shows Enduring Power Of TV Advertising - Forbes
Bloomberg 2020 Campaign Launch Shows Enduring Power Of TV Advertising  Forbes

H Code Leads with Highest Digital Reach in Hispanic Advertising - PR Web
H Code Leads with Highest Digital Reach in Hispanic Advertising  PR Web

Why Digital Advertisers Can't Ignore Full-Page Ads Such As Pop-Ups And Interstitials - Forbes
Why Digital Advertisers Can't Ignore Full-Page Ads Such As Pop-Ups And Interstitials  Forbes

Chevy Advertising Nearly $12000 Off C7 Corvettes - CarsDirect
Chevy Advertising Nearly $12000 Off C7 Corvettes  CarsDirect

Advertising giant Dentsu again found violating rules on overtime hours - The Japan Times
Advertising giant Dentsu again found violating rules on overtime hours  The Japan Times

We Need to Fix Online Advertising. All of It. - Slate
We Need to Fix Online Advertising. All of It.  Slate

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ADVERTISING: Advertorial — JONATHAN M. SASSER: Acupuncture: Science-based medicine or Hokum?  Coeur d'Alene Press

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Sprinklr Acquires Nanigans' Social Advertising Business  Business Wire

The Future of Local TV Advertising in 2020 - Broadcasting & Cable
The Future of Local TV Advertising in 2020  Broadcasting & Cable

Quora testing lead gen forms for advertisers - Marketing Land
Quora testing lead gen forms for advertisers  Marketing Land

SPONSORED ADVERTISING BY WELLCARE - FOX 11 Los Angeles
SPONSORED ADVERTISING BY WELLCARE  FOX 11 Los Angeles

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Will Political Ad Spend Mean Boom Or Bust For Commercial Advertisers?  AdExchanger

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Podcorn connects advertisers with podcasters and manages sponsored messages in podcasts  TechCrunch

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Hedge Funds Have Never Been This Bullish On Lamar Advertising Company (REIT) (LAMR)  Yahoo Finance

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All I want for Christmas... is more kindness in advertising  Shots

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BP faces ‘greenwashing’ complaint over advertising campaign  Financial Times

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YouTube is working to bring advertising to edgier content as demonetization woes grow  The Verge

Google restricted ad targeting for political ads - Vox.com
Google restricted ad targeting for political ads  Vox.com

Chase bank chooses Dallas man with Down syndrome for advertising campaign - The Dallas Morning News
Chase bank chooses Dallas man with Down syndrome for advertising campaign  The Dallas Morning News

How to police political advertising - The Economist
How to police political advertising  The Economist

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Who are the biggest TV advertisement spenders as we head into the holidays?  Fox Business

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WPP and Publicis chart contrasting courses through advertising gloom  Financial Times

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How advertisers can generate rewards, not risk, from user-generated content  AdAge.com

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Doctors urge FTC to protect kids from online advertisers  CBS News

Tencent renews outreach efforts in bid for ANZ advertising budgets - Warc
Tencent renews outreach efforts in bid for ANZ advertising budgets  Warc

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Proposal to amend SEC testimonial rule to greatly expand advisers' advertising efforts - InvestmentNews
Proposal to amend SEC testimonial rule to greatly expand advisers' advertising efforts  InvestmentNews

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Hollywood blockbuster boom fuels record UK cinema advertising  The Guardian

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Top 10 Trends in Digital Advertising in 2020  Business 2 Community

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Black Friday Banner Gone Wrong: Advertising in Free Plugins  WP Tavern

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Ford Bans Dealers From Advertising Mustang Mach-E Under MSRP  Ford Authority

The FDA warned 15 companies to stop advertising CBD illegally. 3 products are sold in N.J. - NJ.com
The FDA warned 15 companies to stop advertising CBD illegally. 3 products are sold in N.J.  NJ.com

Trump campaign, Republicans blast Google for political advertising changes - POLITICO
Trump campaign, Republicans blast Google for political advertising changes  POLITICO

French National TV Starts Advertising Bitcoin - BeInCrypto
French National TV Starts Advertising Bitcoin  BeInCrypto

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Why Outdoor Advertising Right Now is Like the Internet of 15 Years Ago  Digital Signage Connection

New SEC Advertising Regulations Warrant Caution - Planadviser.com
New SEC Advertising Regulations Warrant Caution  Planadviser.com

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GroupM Sees Highest Ad Spend Growth Rate Since 2000. Can It Last?  AdExchanger

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The Irresistible Visual Power of Urban Advertising  CityLab

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Five fascinating ways AI is changing advertising  ClickZ

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Why Sprinklr Is Buying Nanigans' Social Advertising Business  Pulse 2.0

BuzzFeed’s SponCon lets display advertisers request editorial content for their target audiences - Digiday
BuzzFeed’s SponCon lets display advertisers request editorial content for their target audiences  Digiday

Civilized struggled with cannabis advertising laws before layoffs, former employee says - Yahoo News Canada
Civilized struggled with cannabis advertising laws before layoffs, former employee says  Yahoo News Canada

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Performance Channels Gain New Commitments From Advertisers, Publishers As Automation Ramps Up 12/06/2019  MediaPost Communications

PubNative Acquires Mobile Advertising Technology and Development Team from TVSMILES - ExchangeWire
PubNative Acquires Mobile Advertising Technology and Development Team from TVSMILES  ExchangeWire

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Multi-Screen Advertising Market 2019 Global Industry Business Growth, Share, Size, Technology Advancement, Top Key players and Projection 2025  Techi Labs

8 online advertising risks your agency must be prepared for - AdAge.com
8 online advertising risks your agency must be prepared for  AdAge.com

French MPs Pass Amendment To Ban Advertising To Promote Black Friday - Forbes
French MPs Pass Amendment To Ban Advertising To Promote Black Friday  Forbes

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

General election: Google breaks its political advertising rules for second time - Sky News
General election: Google breaks its political advertising rules for second time  Sky News

Connected TV And Advertising: What It Is, And Who The Trendsetters Are - Nasdaq
Connected TV And Advertising: What It Is, And Who The Trendsetters Are  Nasdaq

Bloomberg places at least $37 million in television advertising over next two weeks - CNN
Bloomberg places at least $37 million in television advertising over next two weeks  CNN

Snapchat fact-checks political ads, unlike Facebook, says CEO Evan Spiegel - CNBC
Snapchat fact-checks political ads, unlike Facebook, says CEO Evan Spiegel  CNBC

Facebook: Advertisers to get more tools to control where ads appear - The Mercury News
Facebook: Advertisers to get more tools to control where ads appear  The Mercury News

Revealed: Mental health websites are selling your data to advertisers - New Scientist
Revealed: Mental health websites are selling your data to advertisers  New Scientist

25 Fascinating Years of Digital Advertising [Infographic] - Social Media Today
25 Fascinating Years of Digital Advertising [Infographic]  Social Media Today

OLX Advertising aims for 5X growth in 2020: Tarun Sinha - Exchange4Media
OLX Advertising aims for 5X growth in 2020: Tarun Sinha  Exchange4Media

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

Opposition political party in Singapore questions Google's decision to disallow political advertising - Mumbrella Asia
Opposition political party in Singapore questions Google's decision to disallow political advertising  Mumbrella Asia

AEW Takes Blatant Shots At WWE NXT In Recent Advertising - Ringside News
AEW Takes Blatant Shots At WWE NXT In Recent Advertising  Ringside News

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