Question

Topic: Advertising/PR

Radio Commercial

Posted by Anonymous on 3/30/2009 at 6:19 PM ET 50 Points
I have been running a Jingle in the radio and want to do something fun and different with the commercial this month. Any Ideas? I have about 10 different cuts of the commercial with the Jingle in it, and last month I did a testimonial. All ideas will be greatly appreciated. Thanks
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RESPONSES

  • Posted by Mandy Vavrinak on 3/30/2009 at 7:21 PM Member
    Question: how long have you used the same jingle? If it's familiar to your audience, it's good to keep it as a part of your spots... But can use it as just music or fade in and out for variety.

    If you've not used it long, be careful about changing the format of your spots every month. Unless you're doing a really heavy schedule, listeners won't have time to associate the sound with you. Radio is successful when listeners are exposed over time to the same message.

    Not to say you can't change it up, but beware of "fun" spots or humorous spots... Keep the goals of your campaign in mind. Consistency is usually a better choice than variety on a monthly basis :)
  • Posted by Lorenz Lammens on 4/5/2009 at 8:43 AM Accepted
    Mandy Vavrinak gives some sound advice.

    Familiarity builds recognition.

    My advice is to stick with one jingle - make sure that people associate your company with that jingle.

    If you want to build variety into your advertising (which I highly recommend) consider variety on a theme.

    Why?

    Getting people to understand your brand, the core benefits of your product / service and how it meets their need is an expensive exercise: it requires the audience to be exposed to the message over and over again until it sinks in and becomes familiar. That familiarity with your message and product ( / service) then pays off when they hear the ad again at a moment that they need your product and are able to respond to your call to action (e.g. phone in or visit a website).

    It is therefore very important that you keep uniformity in your advertising in order for your target customers to recognize your brand, core product and core USP's in meeting their needs.

    As a result, creating variety in ads usually means changing the setting but keeping an identical message:

    E.g. Apple found many different and humorous ways to say that people who use an Apple are hip and people who use PC's are stuffy. Although I don't agree with their views, the consistency of their advertising got the core message across, while the subtle variety in delivery kept it entertaining.

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