Accountability in Advertising.
Since the “Merger Mania” of all of the gigantic players in the advertising industry has been going full tilt there were plenty of accounts in review and accounts jumping from one agency to the next. Low and behold they are working on consolidating their worldwide bln greenback advertising efforts with only 1 ad agency, vs 5 or 6. Most home businesses don’t have a high powered advertising corporation to provide prize winning radio commercials for them. Most prize winning radio commercials win for the inaccurate reasons anyhow.
Radio commercials should sell the advantages ( not features ) of your business / product and will be on the same page with print, Television and billboard. Radio commercials at smaller radio stations are usually made by the radio salespeople or the announcers. In most situations, neither are trained at selling benefits. It’s your money and you shouldn’t spend it on bungled and / or fully ineffectual commercials. The worst mistake many businessmen make is letting the station staff come up with the commercial copy and finished product. When they play it for you, you can see they actually adore it. What ever the standards morph into I am certain that it will force ad agencies to tap into their creative souls and come out with their best, develop knock out media plans to send their clients message where it will the most effective and collect their reward at the end of the day.
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