Sean Hannity
Malzberg
Dave Ramsey
Tag: "radio advertising"
In Search of the Effective Commercial
By Al Herskovitz
President
H & H Communications
BRADENTON, Fla. – The radio advertising world is going through a major shakeup. National ad agencies and the clients they represent are finding that “funny commercials ain’t workin’” as intended. Research is showing that these spots do get an occasional chuckle, create some brand awareness, may even improve market share a little bit, but have not been as effective as designed in bringing in new customers. Does this mean the disappearance of the Geico lizard and the spokesduck for AFLAC? The insiders are not saying, but there are strong hints that changes in approach are coming and soon to a number of national advertisers who have been featuring humor and what is termed as “cuteness.”
In what direction will they be going? Sources say the Madison Avenue move is going to be to recognizable spokespersons and “scenes from real life” in order to make an emotional connection with the listener.
