2500Your ad has Your ad has tremendous tremendous competition!competition!

Commercial Commercial ImpressionsImpressions

Your goal: Your goal: ads that workads that work

The offerThe offer

Your goal:Your goal:ads that workads that work

The offerThe offerThe media/placementThe media/placement

Radio’s assets Radio’s assets Average daily listening is 3 hours,Average daily listening is 3 hours, 3 minutes3 minutesLower clutter level than tv orLower clutter level than tv or newspapernewspaperTargeted, mobile, intrusiveTargeted, mobile, intrusiveIntimateIntimate

Your goal:Your goal:ads that workads that work

The offerThe offerThe media/placementThe media/placement

Your goal:Your goal:ads that workads that work

The offerThe offerThe media/placementThe media/placementThe creativeThe creative

Your creative Your creative goal:goal:

Great Radio Great Radio That Works!That Works!

Are theseAre these greatgreat Radio Radio

commercials?commercials?Washington Apples

Glendale Federal

Both are award-winning creativeBoth are award-winning creative

If you said...If you said...

Washington Apples:

Specific product, Specific product, WashingtonWashington Apples, was not recalledApples, was not recalled

If you said...If you said...

Glendale Federal: Glendale Federal:

Mercury finalist; very successfulMercury finalist; very successfulcampaigncampaign

The consumeris the only judge who

counts!

Product is the starProduct is the star

Staples - Mercury $100K Winner

Tools: product mention/repetition, productTools: product mention/repetition, productattributes/benefits (affinity)attributes/benefits (affinity)

Connect with Connect with consumer through consumer through

emotion, emotion, visualization and visualization and

affinityaffinity RSPCA

Radio Advertising Bureau

Tools: theater of the mind, tell a story, Tools: theater of the mind, tell a story, go for the heartgo for the heart

Use product identifier;Use product identifier;enhance product’s enhance product’s

asset valueasset valueMotel 6 - Mercury $100K Winner

Tools: spokesperson, DR/mnemonic,Tools: spokesperson, DR/mnemonic,

SFX “hook,” sloganSFX “hook,” slogan

Use clean, balanced Use clean, balanced productionproduction

St. Louis Symphony - Mercury WinnerUTA - Mercury $100K Winner

Tools: Music, SFX, theater of the mindTools: Music, SFX, theater of the mind

K.I.S.S.K.I.S.S.Pine Street Inn - Mercury Finalist

Ortho - Mercury $100K Winner

Tools: drama, celebrity endorsement, Tools: drama, celebrity endorsement, outrageousness/affinity, humor/affinityoutrageousness/affinity, humor/affinity

Use the right Use the right “voice”“voice”

Lee Apparel - Mercury Winner

Tools: foreign language, format marketing, Tools: foreign language, format marketing, testimonial (affinity)testimonial (affinity)

Use the right Use the right “voice”“voice”

Showtime Networks - Mercury Winner

Tools: foreign language, format marketing, Tools: foreign language, format marketing, testimonial (affinity)testimonial (affinity)

Mom: Ohhhh…what are you doing my son?!Teenager: Having breakfast…Mom: Albertico, you’re using milk for your

cereal…Teenager: My name is not Albertico…Mom: Shhh! Don’t deny your name…but you’re pouring the milk!!!Teenager: Yes! That’s how you’re supposed to eat cereal!!Mom: You have finished the last drop of milk Albertico…and that milk... (tataaaaaan!) That milk was your father’s.Dad: My milk!!!Mom: Noooooo!! Stop Joseph Michael Anthony!! How about some freshly squeezed juice?Dad: But…why? Whyyyyyyyy!

Announcer: Are you watching too many novelas? Get

Showtime en Español…with Hollywood

Hits no one else has, knockout

championship boxing, powerful original

movies and series like the new hit,

Resurrection Blvd. It’s different TV…it’s

TV without limits…Showtime en

español…No limits.

Local HeroLocal Hero“Title Here”

Agency Name Here Agency Name Here Mercury Information Here Mercury Information Here

Have a clear, specificHave a clear, specificcall to actioncall to action

Hollywood Video - Mercury Winner Full Sail Brewing - Mercury Winner

Tools: live DJ “endorsement,” slice of life, Tools: live DJ “endorsement,” slice of life, celebrity endorsement, 1-800/Internetcelebrity endorsement, 1-800/Internet

RAB’s Essential RAB’s Essential EightEight

1. Product must be the star1. Product must be the star

2. Connect with the consumer2. Connect with the consumer through emotionthrough emotion

3. Use product identifier3. Use product identifier

4. Clean production4. Clean production

RAB’s Essential RAB’s Essential EightEight

5. K.I.S.S.5. K.I.S.S.6. Use the right “voice”6. Use the right “voice”7. Reinforce other media7. Reinforce other media8. Clear, specific call to action8. Clear, specific call to action

Creating Creating great great RadioRadio

commercials iscommercials is always a always a

challenge...challenge...

Real world Real world challengeschallenges

Clutter and confusionClutter and confusionTime povertyTime povertyConsumer skepticismConsumer skepticismCompetitors’ presenceCompetitors’ presenceZapping (it’s easy, it’s fun!)Zapping (it’s easy, it’s fun!)

Use the Essential Use the Essential Eight Eight

to overcome theseto overcome thesechallengeschallenges

Here’s one who did...

““Cat Dryer/Oh No!”Cat Dryer/Oh No!”

PARC - Portland Area Radio Council - Mercury Winner

Great RadioGreat RadioThat Works!That Works!

Thank youThank you

© 2001 Radio Advertising Bureau