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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 Mon. January / 27 / 2020

Put government on notice about advertising rules - Opinion - Wilkes-Barre Citizens Voice
Put government on notice about advertising rules - Opinion  Wilkes-Barre Citizens Voice

Las Vegas Postpones Activity Related To Launch Of New Advertising Campaign In Wake Of Death Of Kobe Bryant, His Daughter Gianna And Others In Helicopter Crash - Yahoo Finance
Las Vegas Postpones Activity Related To Launch Of New Advertising Campaign In Wake Of Death Of Kobe Bryant, His Daughter Gianna And Others In Helicopter Crash  Yahoo Finance

Given The Cost, Does Super Bowl Advertising Make Sense? - Forbes
Given The Cost, Does Super Bowl Advertising Make Sense?  Forbes

Yes, Mr. Peanut Is Dead. But Old-School Advertising Is Even Deader - Inc.
Yes, Mr. Peanut Is Dead. But Old-School Advertising Is Even Deader  Inc.

Richard Edelman, Annie Leibovitz among 2020 Advertising Hall of Fame inductees - AdAge.com
Richard Edelman, Annie Leibovitz among 2020 Advertising Hall of Fame inductees  AdAge.com

Why VIZIO Is Getting Into The Advertising Business - Forbes
Why VIZIO Is Getting Into The Advertising Business  Forbes

Advertising Tech for Audiovisual Media, Brand Marketing Priorities According to Portada's New Survey - Yahoo Finance
Advertising Tech for Audiovisual Media, Brand Marketing Priorities According to Portada's New Survey  Yahoo Finance

Advertising Executives Changing The Conversation About Diversity In The Office - Cheddar
Advertising Executives Changing The Conversation About Diversity In The Office  Cheddar

Advertisers see early promise in TikTok’s self-serve ad platform - Digiday
Advertisers see early promise in TikTok’s self-serve ad platform  Digiday

City of Newport working to approve an advertising and promotion commission - KAIT
City of Newport working to approve an advertising and promotion commission  KAIT

How Advertising Technology Will Cement Streaming's Dominance Over Cable - Motley Fool
How Advertising Technology Will Cement Streaming's Dominance Over Cable  Motley Fool

Super Bowl advertisers embrace diversity ... cautiously - AdAge.com
Super Bowl advertisers embrace diversity ... cautiously  AdAge.com

LSU's championship run earned $200 million in free advertising for the university - WBRZ
LSU's championship run earned $200 million in free advertising for the university  WBRZ

The Fastest Way to Kill Podcast Advertising - MarTech Series
The Fastest Way to Kill Podcast Advertising  MarTech Series

Out of Home Advertising Association of America Launches Biweekly News Service - MarTech Series
Out of Home Advertising Association of America Launches Biweekly News Service  MarTech Series

SPONSORED ADVERTISING by Philippines Department of Tourism - FOX 11 Los Angeles
SPONSORED ADVERTISING by Philippines Department of Tourism  FOX 11 Los Angeles

How YouTube shields advertisers (not viewers) from harmful videos - Quartz
How YouTube shields advertisers (not viewers) from harmful videos  Quartz

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach - Digiday
The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach  Digiday

Alcohol Trends and Super Bowl Political Advertising - Harvard Business Review
Alcohol Trends and Super Bowl Political Advertising  Harvard Business Review

LSU's Playoff run results in $200 million advertising exposure - 247Sports
LSU's Playoff run results in $200 million advertising exposure  247Sports

TO PAY FOR CUSTOMER DATA, MERKLE IS LAUNCHING DIGITAL ADVERTISING SOLUTIONS - Industry Global News 24
TO PAY FOR CUSTOMER DATA, MERKLE IS LAUNCHING DIGITAL ADVERTISING SOLUTIONS  Industry Global News 24

Yellow cab industry bashes proposal to let Uber and Lyft cars have rooftop advertising - Crain's New York Business
Yellow cab industry bashes proposal to let Uber and Lyft cars have rooftop advertising  Crain's New York Business

AAF Memphis recognizes Ehrlich's advertising career - The Daily Memphian
AAF Memphis recognizes Ehrlich's advertising career  The Daily Memphian

Can Dialogue Advertising Eliminate Much of Digital Ad Fraud? - AiThority
Can Dialogue Advertising Eliminate Much of Digital Ad Fraud?  AiThority

NC animal shelter advertising 'World's Worst Cat' for adoption - KKTV 11 News
NC animal shelter advertising 'World's Worst Cat' for adoption  KKTV 11 News

Massage Envy ramps up advertising for fast facials - Glossy
Massage Envy ramps up advertising for fast facials  Glossy

Facebook Should Absolutely Ban Or Regulate All Political Advertising 01/25/2020 - MediaPost Communications
Facebook Should Absolutely Ban Or Regulate All Political Advertising 01/25/2020  MediaPost Communications

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

With an influencer advisory board, Clorox is changing up its YouTube advertising strategy - Digiday
With an influencer advisory board, Clorox is changing up its YouTube advertising strategy  Digiday

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

Programmatic Advertising Is Driving Rapid Growth in Mobile Video - eMarketer
Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

AT&T's Advertising Company Xandr Launches Dynamic Pause Ads - The Fast Mode
AT&T's Advertising Company Xandr Launches Dynamic Pause Ads  The Fast Mode

A New Audience-Based TV Advertising Tool, From Ampersand - Radio & Television Business Report
A New Audience-Based TV Advertising Tool, From Ampersand  Radio & Television Business Report

Netflix Needs Advertising Plus Subscriptions, Investor Says - Barron's
Netflix Needs Advertising Plus Subscriptions, Investor Says  Barron's

NBCUniversal Exec Touts Peacock Advertising Ambitions - Hollywood Reporter
NBCUniversal Exec Touts Peacock Advertising Ambitions  Hollywood Reporter

Gojek and The Trade Desk Launch Advertising Partnership in Indonesia - Yahoo Finance
Gojek and The Trade Desk Launch Advertising Partnership in Indonesia  Yahoo Finance

Making The Most Of This Year's Advertising Budgets: 15 Expert Tips - Forbes
Making The Most Of This Year's Advertising Budgets: 15 Expert Tips  Forbes

Attracting Advertisers To Big Tentpole Telecasts, And Counterprogramming - Radio & Television Business Report
Attracting Advertisers To Big Tentpole Telecasts, And Counterprogramming  Radio & Television Business Report

TWRA warns of scam website advertising TN fishing license - WKRN News 2
TWRA warns of scam website advertising TN fishing license  WKRN News 2

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

Social media advertising by retailers to hit nearly $65 billion - Chain Store Age
Social media advertising by retailers to hit nearly $65 billion  Chain Store Age

Super Bowl Preview: The Why and When of Big Game Advertising - SHOOT Online
Super Bowl Preview: The Why and When of Big Game Advertising  SHOOT Online

Top Advertisers, Media Platforms Get Tough on Harmful Online Content - Adweek
Top Advertisers, Media Platforms Get Tough on Harmful Online Content  Adweek

Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020 - MarTech Series
Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020  MarTech Series

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

Lamar Advertising Company Prices Private Offering of Senior Notes - Yahoo Finance
Lamar Advertising Company Prices Private Offering of Senior Notes  Yahoo Finance

Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder - CNBC
Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder  CNBC

Inside the Biggest 2020 Advertising War Against Trump - The New York Times
Inside the Biggest 2020 Advertising War Against Trump  The New York Times

Inscape Says Big Brand Advertisers Need To Take The Rudder For Addressable To Succeed - TVRev
Inscape Says Big Brand Advertisers Need To Take The Rudder For Addressable To Succeed  TVRev

Advertising Market to Witness Promising Growth Opportunities during– 2020-2025 | Deployment Model, Growth Factors, Regional Trends, Key Players Analysis, Product Demand etc. - Melanian News
Advertising Market to Witness Promising Growth Opportunities during– 2020-2025 | Deployment Model, Growth Factors, Regional Trends, Key Players Analysis, Product Demand etc.  Melanian News

Scoop: Cargo pivots to car-top advertising, does layoffs - Axios
Scoop: Cargo pivots to car-top advertising, does layoffs  Axios

Direct-response advertisers report some early success with Snapchat’s dynamic ads - Digiday
Direct-response advertisers report some early success with Snapchat’s dynamic ads  Digiday

Advertising industry steering clear of political fray - Greater Baton Rouge Business Report
Advertising industry steering clear of political fray  Greater Baton Rouge Business Report

Microsoft Advertising launches sweepstakes for advertisers - Search Engine Land
Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

US justice officials set to meet and coordinate on Google probe - South China Morning Post
US justice officials set to meet and coordinate on Google probe  South China Morning Post

CES Proves Advertising’s Future Will be Shaped by Manufacturers - Broadcasting & Cable
CES Proves Advertising’s Future Will be Shaped by Manufacturers  Broadcasting & Cable

Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates - WAOW
Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates  WAOW

Comscore Television Viewing Data Helps Predict Advertising Audience Decline - MarTech Series
Comscore Television Viewing Data Helps Predict Advertising Audience Decline  MarTech Series

Bloomberg: TikTok owner seeks US CEO to potentially oversee app's advertising - Mobile Marketer
Bloomberg: TikTok owner seeks US CEO to potentially oversee app's advertising  Mobile Marketer

B2B Paid Advertising in 2020 with Greg Finn [PODCAST] - Search Engine Journal
B2B Paid Advertising in 2020 with Greg Finn [PODCAST]  Search Engine Journal

Proposed digital advertising tax bad for business | COMMENTARY - Baltimore Sun
Proposed digital advertising tax bad for business | COMMENTARY  Baltimore Sun

36 of Madison Avenue's rising advertising stars under 36 - Business Insider Nordic
36 of Madison Avenue's rising advertising stars under 36  Business Insider Nordic

With Impeachment in the News, Ads Are Staying Away From Politics - The New York Times
With Impeachment in the News, Ads Are Staying Away From Politics  The New York Times

Fox adds commercial time to Super Bowl to accommodate more advertisers - AdAge.com
Fox adds commercial time to Super Bowl to accommodate more advertisers  AdAge.com

Facebook Revises Rules On Political Advertising - NPR
Facebook Revises Rules On Political Advertising  NPR

Stickers advertising white supremacist organization found on campus and in town - Middlebury Campus
Stickers advertising white supremacist organization found on campus and in town  Middlebury Campus

Advertisers hope proposed digital tax is 'dead on arrival' - Baltimore Business Journal
Advertisers hope proposed digital tax is 'dead on arrival'  Baltimore Business Journal

Location-based Search and Advertising Market 2020: Industry Share, Demand, Size, Trends, Key Players, Growth, Gross Margin, Revenue, Value Chain, Innovation and Forecast Analysis till 2026 - Melanian News
Location-based Search and Advertising Market 2020: Industry Share, Demand, Size, Trends, Key Players, Growth, Gross Margin, Revenue, Value Chain, Innovation and Forecast Analysis till 2026  Melanian News

Shen Yun’s Music ‘Lifts the Dancers as It Plays,’ Advertising Firm Owner Says - The Epoch Times
Shen Yun’s Music ‘Lifts the Dancers as It Plays,’ Advertising Firm Owner Says  The Epoch Times

Advertising veterans team up to launch specialist press agency - City A.M.
Advertising veterans team up to launch specialist press agency  City A.M.

How Doubling Down on Addressable Technology Can Transform An Advertising Buy - Broadcasting & Cable
How Doubling Down on Addressable Technology Can Transform An Advertising Buy  Broadcasting & Cable

Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers - NPR
Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

Netflix Explains Its Aversion To Taking On Advertising, Again 01/23/2020 - MediaPost Communications
Netflix Explains Its Aversion To Taking On Advertising, Again 01/23/2020  MediaPost Communications

[Trends 2020] Here's What Will Redefine Outdoor Advertising - Entrepreneur
[Trends 2020] Here's What Will Redefine Outdoor Advertising  Entrepreneur

Brands and Agencies Are Bullish on New Walmart Advertising Partners Program - Adweek
Brands and Agencies Are Bullish on New Walmart Advertising Partners Program  Adweek

Advertisers are showing womanhood in all its bloody, hairy glory - The Hill
Advertisers are showing womanhood in all its bloody, hairy glory  The Hill

U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020 - Adweek
U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020  Adweek

Microsoft Advertising to deprecate average position after all - Search Engine Land
Microsoft Advertising to deprecate average position after all  Search Engine Land

With The SUPER BOWL Of Automotive Advertising Around The Corner, What Should Brands CHANGE? - AutoSpies.com
With The SUPER BOWL Of Automotive Advertising Around The Corner, What Should Brands CHANGE?  AutoSpies.com

Advertisers sit tight as the Grammys strikes a sour note - AdAge.com
Advertisers sit tight as the Grammys strikes a sour note  AdAge.com

Advertising's Share Of Time Spent With Media Continues To Erode 01/21/2020 - MediaPost Communications
Advertising's Share Of Time Spent With Media Continues To Erode 01/21/2020  MediaPost Communications

Ad Rewind: 2019's memorable advertising and marketing moments - RichmondBizSense
Ad Rewind: 2019's memorable advertising and marketing moments  RichmondBizSense

Walmart Launches Self-Serve Ad Platform, But Retail And Audience Data Isn't Available – Yet - AdExchanger
Walmart Launches Self-Serve Ad Platform, But Retail And Audience Data Isn't Available – Yet  AdExchanger

ADVERTISING: Advertorial — DR. WENDY CUNNINGHAM: Keeping positive in the winter months - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WENDY CUNNINGHAM: Keeping positive in the winter months  Coeur d'Alene Press

Facebook declares new advertising and marketing head in India - Sahiwal Tv
Facebook declares new advertising and marketing head in India  Sahiwal Tv

Spotify is going to start using targeted advertising for podcasts - Windows Central
Spotify is going to start using targeted advertising for podcasts  Windows Central

Lamar Advertising Company Announces Proposed Private Offering of Senior Notes - Associated Press
Lamar Advertising Company Announces Proposed Private Offering of Senior Notes  Associated Press

W2O acquires advertising and medical education agency 21GRAMS - PMLiVE
W2O acquires advertising and medical education agency 21GRAMS  PMLiVE

Presidential candidates spend millions on social media advertising - KCAU 9
Presidential candidates spend millions on social media advertising  KCAU 9

Standard text ads will live on a bit longer, Microsoft Advertising says - Search Engine Land
Standard text ads will live on a bit longer, Microsoft Advertising says  Search Engine Land

Racy car tinting advertisement raising eyebrows in Taos - KRQE News 13
Racy car tinting advertisement raising eyebrows in Taos  KRQE News 13

How the BBC is setting the bar for creative outdoor advertising - Econsultancy
How the BBC is setting the bar for creative outdoor advertising  Econsultancy

NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push - Wall Street Journal
NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

Microsoft Advertising’s PromoteIQ integration for retailers, brands is now in beta - Search Engine Land
Microsoft Advertising’s PromoteIQ integration for retailers, brands is now in beta  Search Engine Land

Merkle launches digital advertising solution for retailers to monetize their customer data - Marketing Land
Merkle launches digital advertising solution for retailers to monetize their customer data  Marketing Land

Quibi video startup explained: Marketing, revenue, execs, advertising - Business Insider
Quibi video startup explained: Marketing, revenue, execs, advertising  Business Insider

Dating apps share personal data with advertisers, study says - We Live Security
Dating apps share personal data with advertisers, study says  We Live Security

Advertisers targeting children online - The Asean Post
Advertisers targeting children online  The Asean Post

How to Choose the Right Advertising and Marketing Channels - Small Business Trends
How to Choose the Right Advertising and Marketing Channels  Small Business Trends

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