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Pending Business: Demand vs Frequency

| June 14, 2021

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — The old saying on Madison Avenue was, “If you can’t sell it, sing it!”

Think about all those jingles you can sing from memory. How many really have a lyric line about a value component for a product or service? Truth is those wonderful jingle composers and singers really do have impact. Part of the secret sauce is repetition and no medium is better at repetition than radio. So why do today’s sellers fall short when it comes to pitching one of radio’s fundamental strengths? It’s Covid’s fault!

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