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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 Wed. December / 12 / 2018

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The Best Target For Addressable TV Advertising Is Not The One You Think  Forbes

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Facebook testing search advertising as new revenue stream  Seeking Alpha

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Tech giants need to take more responsibility for the advertising that make them billions  Delano.lu

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Interactive ads will be the new face of display advertising  Nieman Journalism Lab at Harvard

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Discovery: Advertising Impact Minimal, Buy The News  Seeking Alpha

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transcosmos Wins "Japan Advertising Cloud Agency of the Year" Award at the Adobe Symposium 2018 - Markets Insider
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Cell Culture Market Players Attention On More Moderen Advertising Techniques To Pressure Income  Industry News Insights

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WPP advertising group to cut 3,500 jobs in £300m restructuring  The Guardian

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HCM City to auction bus advertising space again  Viet Nam News

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Location-tracking apps are definitely selling you out to advertisers  Vox.com

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Guide to Advertising Technology  Columbia Journalism Review

Executive Summary | Key Findings | Introduction | Review of ads | Advertising's influence on news | Ads on social | The turn against advertising | Ads on search ...


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Why Is Facebook's Advertising Algorithm Rejecting Equal Pay?  Forbes

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PR Agency: Hefty Fine For Breach Of Ban On Drugs Advertising - Media, Telecoms, IT, Entertainment - Netherlands  Mondaq News Alerts

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Brands hog the big screen as advertising on other platforms clutters up  Business Standard

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ADVERTISING: Advertorial — HOLLY CARLING: What your symptoms are telling you: Part I  Coeur d'Alene Press

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TV Data is Changing Advertising Across Screens  ExchangeWire

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‘Advertisers think it’s just like buying digital’: Myths of connected TV advertising  Digiday

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The big lessons of political advertising in 2018  Salon

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UK betting firms back live sports advertising ban  The Guardian

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Minneapolis' Olson advertising agency renamed as part of ICF Next - Star Tribune
Minneapolis' Olson advertising agency renamed as part of ICF Next  Star Tribune

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Digital Advertising Software Market Increasing Demand with Leading Key Players- WordStream, AdWords, Kenshoo Infinity Suite  Tribune Updates

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How Bipartisanship Could Affect the Advertising Industry Following the Midterms  Adweek

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5 Things Investors Need to Know About Amazon's Advertising Business  Motley Fool

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London bans junk food advertising on public transportation  CNN

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VUPD: Racist and homophobic flyers sent through external online advertising service  Vanderbilt University News

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CEO Eric Wheeler Builds 33Across To Solve Quality Issues For Automated Advertising - Forbes
CEO Eric Wheeler Builds 33Across To Solve Quality Issues For Automated Advertising  Forbes

33Across is focused on solving the challenge of consumer attention for automated advertising. Our 'Attention Platform' is the first programmatic solution to unify ...


Jane Maas, a Pioneer for Women in Advertising, Dies at 86 - The New York Times
Jane Maas, a Pioneer for Women in Advertising, Dies at 86  The New York Times

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Farm Families of Mississippi advertising making an impact - Delta Farm Press
Farm Families of Mississippi advertising making an impact  Delta Farm Press

Mississippi Farm Bureau Federation Farm Families advertising campaign is making an impact with Miss., consumers.


Advertising Fraud Falls Flat When Faced With Transparency: How Can Blockchain Help? - Forbes
Advertising Fraud Falls Flat When Faced With Transparency: How Can Blockchain Help?  Forbes

Online Advertising is vitally important in today's world, but still incredibly shadowy. Advertising fraud runs wild due to lack of transparency, so perhaps it is time to ...


Foreign guestworker advertising rule may change | AP Wire - Capital Press
Foreign guestworker advertising rule may change | AP Wire  Capital Press

Employers hiring H-2A-visa agricultural and H-2B-visa non-agricultural foreign guestworkers would be required to advertise for domestic workers online instead ...


Manhattan Chamber of Commerce and Facebook launch advertising pilot - Crain's New York Business
Manhattan Chamber of Commerce and Facebook launch advertising pilot  Crain's New York Business

Talking about raising your business's profile. The Manhattan Chamber of Commerce and Facebook this week announced a new joint venture. "Made In, Made ...


Mobile Advertising Market Study 2018:Global Industry Growth Forecast with Business Opportunity Analysis by 2023 - RealTime Court Status
Mobile Advertising Market Study 2018:Global Industry Growth Forecast with Business Opportunity Analysis by 2023  RealTime Court Status

The Mobile Advertising Market report has been prepared based on an in-depth market analysis with inputs from industry experts. The report covers the market ...


US charges 8 in online advertising fraud scheme - Star Tribune
US charges 8 in online advertising fraud scheme  Star Tribune

The U.S. Justice Department charged eight people Tuesday in connection with the takedown of two international cybercriminal rings that cost advertisers tens of ...


This Year's Holiday Advertising Is Missing Something Important - Forbes
This Year's Holiday Advertising Is Missing Something Important  Forbes

Festive stress is real, with one in three Americans expecting to have holiday burnout before December 25—but today's advertising rarely acknowledges it.


Disney and Google Ink Broad, Multiyear Digital Advertising Deal - Variety
Disney and Google Ink Broad, Multiyear Digital Advertising Deal  Variety

The Walt Disney Co. is moving all its digital brands and properties to Google's Ad Manager platform.


6 social media trends revamping digital advertising - SmartBrief
6 social media trends revamping digital advertising  SmartBrief

Increasing competition, growing fragmentation and decreasing attention spans are making it ever more challenging for brands to grab customers' attention ...


Chrome 71 stomps on abusive advertising - Naked Security
Chrome 71 stomps on abusive advertising  Naked Security

Google shipped version 71 of its Chrome browser yesterday featuring a raft new security measures alongside fixes for 43 known issues.


Local Marketing Solutions Group Inc. Invests In Award Winning Advertising And Public Relations Agency, GodwinGroup - PR Web
Local Marketing Solutions Group Inc. Invests In Award Winning Advertising And Public Relations Agency, GodwinGroup  PR Web

Rapidly growing marketing and sales solutions technology firm expands reputation management, advertising and video capabilities with investment in Jackson, ...


Fashion, Luxury, Technology - Glossy
Fashion, Luxury, Technology  Glossy

Prior to 2016, New York City subway ads had been the home of questionable plastic surgery providers and supplement companies offering quick fixes, but in ...


Targeted advertising and 'creepy' technology tactics - 2GB
Targeted advertising and 'creepy' technology tactics  2GB

The Australian Competition & Consumer Commission has proposed changed to the Privacy Act to control how Google and Facebook track and trade user ...


Jane Maas, trailblazing woman in advertising’s era of ‘Mad Men,’ dies at 86 - Washington Post
Jane Maas, trailblazing woman in advertising’s era of ‘Mad Men,’ dies at 86  Washington Post

Called a “real-life Peggy Olson,” she was one of the first women to reach the industry's top ranks.


Reflecting on a career in advertising and marketing - Business Day
Reflecting on a career in advertising and marketing  Business Day

As advertising agencies struggle to remain profitable, advertising is no longer the sought-after career it once was.


New BART advertising rules in response to Holocaust denial ad - The Jewish News of Northern California
New BART advertising rules in response to Holocaust denial ad  The Jewish News of Northern California

After complaints about ads that ran in two downtown San Francisco BART stations last fall touting a known Holocaust-denying group, BART's Board of Directors ...


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