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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: [email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sun. February / 28 / 2021

Black-owned Chicago advertising agency reflects on popular 70s TV commercials - WLS-TV
Black-owned Chicago advertising agency reflects on popular 70s TV commercials  WLS-TV

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What is programmatic advertising and how does it work?  Journal Times

The power of Facebook advertising continues to grow - Bend Bulletin
The power of Facebook advertising continues to grow  Bend Bulletin

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What's Next Following Enactment of Maryland's Advertising Tax?  Ad Law Access

Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign - AdExchanger
Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign  AdExchanger

Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change - CNBC
Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change  CNBC

Facebook's New Campaign Defends Targeted Advertising Business - Bloomberg
Facebook's New Campaign Defends Targeted Advertising Business  Bloomberg

Mobile Advertising Market Report 2021 FUTURE SCENARIO, KEY INDICATORS, GROWTH RATE, INDUSTRIAL OPPORTUNITIES TO 2026 - NY Market Reports
Mobile Advertising Market Report 2021 FUTURE SCENARIO, KEY INDICATORS, GROWTH RATE, INDUSTRIAL OPPORTUNITIES TO 2026  NY Market Reports

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Global Inflight Advertising Market 2025: Global Eagle, Panasonic Avionics Corporation, IMM International, MaXposure Media Group (I) Pvt. Ltd., EAM Advertising LLC, INK, Atin OOH, Global Onboard Partners, Blue Mushroom, The Zagoren Collective  NY Market Reports

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Global Online Advertising Management Software Market 2025: Adzerk, Google, Marin, Advanse, Bidtellcet, Mvix, RSG Media, Sizmek, Social Reality, AdTech By Aol, Tremor Video, Videology, AerServe, Atlas Solutions, Marin  NY Market Reports

Global Smart Advertising Market Top Players Analysis By 2023: Lamar Advertising Company, OUTFRONT Media Inc., CIVIQ Smartscapes, Clear Channel Outdoor Holdings, Inc. etc. - NY Market Reports
Global Smart Advertising Market Top Players Analysis By 2023: Lamar Advertising Company, OUTFRONT Media Inc., CIVIQ Smartscapes, Clear Channel Outdoor Holdings, Inc. etc.  NY Market Reports

Digital Advertising Platforms Market Size ,Share 2021 Global Growth, Trends, Industry Analysis, Statistics,Development Status ,Key Players and Forecast to 2027 - NY Market Reports
Digital Advertising Platforms Market Size ,Share 2021 Global Growth, Trends, Industry Analysis, Statistics,Development Status ,Key Players and Forecast to 2027  NY Market Reports

AdTech Roundup: Top Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Things in Advertising Technology  MarTech Series

Facebook Ad Campaign Promotes Personalized Advertising - The Wall Street Journal
Facebook Ad Campaign Promotes Personalized Advertising  The Wall Street Journal

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

Huskers take home 12 Nebraska advertising awards - Nebraska Today
Huskers take home 12 Nebraska advertising awards  Nebraska Today

Daily News wins numerous honors in editorial, advertising contests - Bowling Green Daily News
Daily News wins numerous honors in editorial, advertising contests  Bowling Green Daily News

Lamar Advertising Co (LAMR) Q4 2020 Earnings Call Transcript - Motley Fool
Lamar Advertising Co (LAMR) Q4 2020 Earnings Call Transcript  Motley Fool

Advertising Platform Unruly Launches Full-Service Digital Creative Studio For Brands And Agencies - Yahoo Finance
Advertising Platform Unruly Launches Full-Service Digital Creative Studio For Brands And Agencies  Yahoo Finance

Waze veers off course for advertisers - Business Insider
Waze veers off course for advertisers  Business Insider

Dissecting Daft Punk's influence on advertising 'Around the World': Opinion - AdAge.com
Dissecting Daft Punk's influence on advertising 'Around the World': Opinion  AdAge.com

J. Scott Franks, charismatic advertising executive, dies at 68 - The Philadelphia Inquirer
J. Scott Franks, charismatic advertising executive, dies at 68  The Philadelphia Inquirer

'Orange Corn' company is showcased in GoDaddy advertising campaign - WISHTV.com
'Orange Corn' company is showcased in GoDaddy advertising campaign  WISHTV.com

MediaMath Expands Purpose Driven Advertising Initiative; Champions Multicultural Media via Curated Marketplace - MarTech Series
MediaMath Expands Purpose Driven Advertising Initiative; Champions Multicultural Media via Curated Marketplace  MarTech Series

Realeyes Attention Measurement for Video Advertising Achieves Performance Milestones, Brand Adoption and US Patent - GlobeNewswire
Realeyes Attention Measurement for Video Advertising Achieves Performance Milestones, Brand Adoption and US Patent  GlobeNewswire

Maryland’s Digital Advertising Levy Sets Off A New Battle Over Taxing E-Commerce - Forbes
Maryland’s Digital Advertising Levy Sets Off A New Battle Over Taxing E-Commerce  Forbes

Merrick Pet Care launches largest advertising campaign in 30 years - KAMR - MyHighPlains.com
Merrick Pet Care launches largest advertising campaign in 30 years  KAMR - MyHighPlains.com

Centro Acquires AI-Driven Search Advertising and Marketing Intelligence Platform QuanticMind - MarTech Series
Centro Acquires AI-Driven Search Advertising and Marketing Intelligence Platform QuanticMind  MarTech Series

Advertising Sales Representative (Brookings) | Other Jobs - The Chief News
Advertising Sales Representative (Brookings) | Other Jobs  The Chief News

VidMob, a Software Firm for Advertising Creative Data and Services, Raises $50 Million - The Wall Street Journal
VidMob, a Software Firm for Advertising Creative Data and Services, Raises $50 Million  The Wall Street Journal

Is digital advertising really paying its due? - Campaign US
Is digital advertising really paying its due?  Campaign US

JOIN US ON MARCH 10: How to navigate the future of streaming-video advertising - Business Insider
JOIN US ON MARCH 10: How to navigate the future of streaming-video advertising  Business Insider

Lamar Advertising Co. Q4 adjusted earnings Beat Estimates - Nasdaq
Lamar Advertising Co. Q4 adjusted earnings Beat Estimates  Nasdaq

Advertising Management Platform Market 2020: Key Strategic Insights, DROC, PEST Analysis, Business Overview And Forecast Research Study by 2025 – The Bisouv Network - The Bisouv Network
Advertising Management Platform Market 2020: Key Strategic Insights, DROC, PEST Analysis, Business Overview And Forecast Research Study by 2025 – The Bisouv Network  The Bisouv Network

Facebook versus News: Advertising is the real problem - The Conversation AU
Facebook versus News: Advertising is the real problem  The Conversation AU

COVID-19 Changed The Advertising Playbook -- Now What? 02/25/2021 - MediaPost Communications
COVID-19 Changed The Advertising Playbook -- Now What? 02/25/2021  MediaPost Communications

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Podcast Companies Are Betting on Advertising Technology to Boost Business, but Some Remain Hesitant  Morning Consult

Steve Connelly op-ed: Boston advertising needs an agency - Boston Business Journal - Boston Business Journal
Steve Connelly op-ed: Boston advertising needs an agency - Boston Business Journal  Boston Business Journal

The 6th Wave of Advertising Technology: Privacy - AdExchanger
The 6th Wave of Advertising Technology: Privacy  AdExchanger

Lamar Advertising Company Announces Fourth Quarter and Year Ended December 31, 2020 Operating Results - GlobeNewswire
Lamar Advertising Company Announces Fourth Quarter and Year Ended December 31, 2020 Operating Results  GlobeNewswire

Are you utilizing YouTube to advertise your business? - KARK
Are you utilizing YouTube to advertise your business?  KARK

Jordyn Reese promoted to Global Head of Advertising at ONErpm - Music Business Worldwide
Jordyn Reese promoted to Global Head of Advertising at ONErpm  Music Business Worldwide

BetterHelp Spent $4.4 Million On Podcast Advertising In January (Report) - Tubefilter
BetterHelp Spent $4.4 Million On Podcast Advertising In January (Report)  Tubefilter

Global Native Advertising Market 2020 Industry Trends With Segments, Company Overview, Industry Size, Share, Growth Rate Till 2027 - The Bisouv Network
Global Native Advertising Market 2020 Industry Trends With Segments, Company Overview, Industry Size, Share, Growth Rate Till 2027  The Bisouv Network

Global Direct-to-Consumer Pharmaceutical Advertising (DTCPA) Market 2025: HARVARD POLITICAL REVIEW, MDedge, FDA etc. – The Bisouv Network - The Bisouv Network
Global Direct-to-Consumer Pharmaceutical Advertising (DTCPA) Market 2025: HARVARD POLITICAL REVIEW, MDedge, FDA etc. – The Bisouv Network  The Bisouv Network

Advertising on Social Media Regulation: Comments from an FTC Official - JD Supra
Advertising on Social Media Regulation: Comments from an FTC Official  JD Supra

The Time for Diversity in Advertising Is Now - Entrepreneur
The Time for Diversity in Advertising Is Now  Entrepreneur

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Amazon and Advertising: Watch out Facebook (and Amazon's sellers)  CEOWORLD magazine

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EDPS opinion puts targeted advertising in crosshairs | Article  Compliance Week

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This Mentorship Program Wants to Help Women of Color Succeed in Advertising  Adweek

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Airbnb Announces Major Global Advertising Campaign to Tout Hosting  Skift

Happy Madison Co-Founder Jack Giarraputo Launches Advertising Agency Slice Collective (EXCLUSIVE) - Variety
Happy Madison Co-Founder Jack Giarraputo Launches Advertising Agency Slice Collective (EXCLUSIVE)  Variety

Lamar Advertising Earnings Preview - Yahoo Finance
Lamar Advertising Earnings Preview  Yahoo Finance

InMobi and Anzu Partner to Bring Programmatic In-Game Advertising to Brands Across the World - MarTech Series
InMobi and Anzu Partner to Bring Programmatic In-Game Advertising to Brands Across the World  MarTech Series

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Verizon, AT&T bicker over 'best network' advertising claims  Light Reading

Animal Welfare Institute takes on Boar’s Head over advertising claims - New Food
Animal Welfare Institute takes on Boar’s Head over advertising claims  New Food

How brands and publishers can partner on data strategies in the privacy-first digital world - AdAge.com
How brands and publishers can partner on data strategies in the privacy-first digital world  AdAge.com

Spotify's Big Event Means Big Improvements for Users, Advertisers, and Shareholders - Motley Fool
Spotify's Big Event Means Big Improvements for Users, Advertisers, and Shareholders  Motley Fool

Targeting Big Tech, Maryland becomes first state to tax digital advertising - CNN
Targeting Big Tech, Maryland becomes first state to tax digital advertising  CNN

Online Display Advertising Market is Booming in Upcoming Year | AdRoll, Sizmek, Celtra, Marin Software – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Online Display Advertising Market is Booming in Upcoming Year | AdRoll, Sizmek, Celtra, Marin Software – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Cigarette advertising could bring in big dollars, but it crosses a line.  Monterey County Weekly

Lamar Advertising Company Announces Cash Dividend on Common Stock - GlobeNewswire
Lamar Advertising Company Announces Cash Dividend on Common Stock  GlobeNewswire

Silicon Valley-backed groups sue Maryland to kill country’s first-ever online advertising tax - The Washington Post
Silicon Valley-backed groups sue Maryland to kill country’s first-ever online advertising tax  The Washington Post

REQUEST FOR PROPOSALS FOR OUT-OF-HOME ADVERTISING MANAGEMENT - Press of Atlantic City
REQUEST FOR PROPOSALS FOR OUT-OF-HOME ADVERTISING MANAGEMENT  Press of Atlantic City

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2021 Amazon Advertising Guide for Sellers  Jungle Scout

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Bitcoin vs big tech: the death of advertising?  CoinGeek

Maryland's Digital Advertising Tax Is Unworkably Vague February 10, 2021 - Tax Foundation
Maryland's Digital Advertising Tax Is Unworkably Vague February 10, 2021  Tax Foundation

What advertising's biggest industry events will look like in 2021 - AdAge.com
What advertising's biggest industry events will look like in 2021  AdAge.com

Post-Cookie Marketing: Why Personalized Advertising Doesn’t Need to Be One-to-One - MarTech Series
Post-Cookie Marketing: Why Personalized Advertising Doesn’t Need to Be One-to-One  MarTech Series

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Measurement Is Key Challenge for Advanced TV Advertising: Merkle's Andy Fisher – Beet.TV  BeetTV

Comprehensive report on Internet Video Advertising Market 2021 size growth demand opportunities forecast to 2027 with Alphabet, Facebook, Yahoo, Microsoft, Tencent, Twitter, Alibaba, Baidu – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Comprehensive report on Internet Video Advertising Market 2021 size growth demand opportunities forecast to 2027 with Alphabet, Facebook, Yahoo, Microsoft, Tencent, Twitter, Alibaba, Baidu – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

We're Hiring! Advertising Sales Account Executive Full and Part-Time - St. Louis Jewish Light
We're Hiring! Advertising Sales Account Executive Full and Part-Time  St. Louis Jewish Light

Audience Platform and AdAmp Deliver One-Stop Solution to Bring Television Advertising to Small and Mid-sized Businesses - MarTech Series
Audience Platform and AdAmp Deliver One-Stop Solution to Bring Television Advertising to Small and Mid-sized Businesses  MarTech Series

Australia won't advertise COVID-19 vaccine on Facebook but vows publicity - Reuters
Australia won't advertise COVID-19 vaccine on Facebook but vows publicity  Reuters

Cross-Channel Performance Advertising Platform Market 2020 Comprehensive Analysis, Future Estimations, Growth Drivers and Forecast to 2027 – The Bisouv Network - The Bisouv Network
Cross-Channel Performance Advertising Platform Market 2020 Comprehensive Analysis, Future Estimations, Growth Drivers and Forecast to 2027 – The Bisouv Network  The Bisouv Network

Lamar Advertising to appear at the Morgan Stanley Technology, Media and Telecom Conference - Yahoo Finance
Lamar Advertising to appear at the Morgan Stanley Technology, Media and Telecom Conference  Yahoo Finance

Aerial Advertising Market 2021 Overview, Trends, Size, Growth and 2028 Future Insights – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Aerial Advertising Market 2021 Overview, Trends, Size, Growth and 2028 Future Insights – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Medical Advertising Hall of Fame updates mission to drive industry DE&I - News - MM&M - Medical Marketing and Media - Medical Marketing and Media
Medical Advertising Hall of Fame updates mission to drive industry DE&I - News - MM&M - Medical Marketing and Media  Medical Marketing and Media

Nonprofits Using More Direct Mail Advertising During Pandemic - KTVN
Nonprofits Using More Direct Mail Advertising During Pandemic  KTVN

Alphabet revenue up 23% as core advertising business shows strong growth - CNBC
Alphabet revenue up 23% as core advertising business shows strong growth  CNBC

Scholarship encourages new voices in advertising, communications industry - WDBJ
Scholarship encourages new voices in advertising, communications industry  WDBJ

'Dangerous and deplorable': Facebook bans MEMO staffer for advertising recently-published book on Hamas - Middle East Monitor
'Dangerous and deplorable': Facebook bans MEMO staffer for advertising recently-published book on Hamas  Middle East Monitor

Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows - AdAge.com
Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows  AdAge.com

Super Bowl Ads 2021: Who Is Advertising, Who Is Not? How Much Do Spots Cost? - Bloomberg
Super Bowl Ads 2021: Who Is Advertising, Who Is Not? How Much Do Spots Cost?  Bloomberg

Here are the biggest Super Bowl advertisers of the last 11 years - CNBC
Here are the biggest Super Bowl advertisers of the last 11 years  CNBC

Polish media suspend reporting to protest planned tax on advertising - POLITICO.eu
Polish media suspend reporting to protest planned tax on advertising  POLITICO.eu

10 Super Bowl spots from advertisers that don’t exist anymore - CNBC
10 Super Bowl spots from advertisers that don’t exist anymore  CNBC

AbbVie, Novo Nordisk lead pharma TV advertisers into big-spending January - FiercePharma
AbbVie, Novo Nordisk lead pharma TV advertisers into big-spending January  FiercePharma

Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads - The New York Times
Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads  The New York Times

‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos - Digiday
‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos  Digiday

LinkedIn Launches 6 Free Advertising Courses - Search Engine Journal
LinkedIn Launches 6 Free Advertising Courses  Search Engine Journal

From The Experts: Media And Advertising In 2021 - Forbes
From The Experts: Media And Advertising In 2021  Forbes

Is the internet advertising economy about to implode? - TechCrunch
Is the internet advertising economy about to implode?  TechCrunch

Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021 - Forbes
Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021  Forbes

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Is Amazon About To Take Over Online Advertising?  Forbes

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Podcast Advertising Is About Quality Over Quantity  Built In

Facebook's advertising integrity chief leaves company - Reuters
Facebook's advertising integrity chief leaves company  Reuters

Instagram to crack down on 'hidden' advertising - CNN
Instagram to crack down on 'hidden' advertising  CNN

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How the world’s biggest advertisers are spending (or not) as industries adapt to the coronavirus pandemic  Digiday

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