Good elements found in a radio commercial consist of; it being short and direct, because people don’t have a very long attention span. This could also mean simplicity; with only 60 seconds packing too much info in the ad may be overwhelming, so making it precise and straightforward will help. It must be entertaining enough to grab people’s attention, should be clearly spoken and acted because as it is, it’s already very distractive in the car with people talking, cars passing by and etc. it’s speech should compliment visually well in the sense that, whatever is being said, can be imagined or pictured in people minds. The interplay between logic and emotion; in some ads, logical appeals may tend to work but in others emotional appeals are more appropriate. We are “sucked” with emotion and before purchasing we’d look for logical reasoning to reduce making emotional decisions. A Good element of a radio ad recognizes this and applies it accordingly. Benefit orientation; what sells is when the problem being introduced can be solved quickly, safely better and more conveniently. It’s a mistake to assume people care how something works before they care what it does for them. People are impatient.
(Just found out this posting was not posted. I will take full blame for this because i thought I had sent it last week only to find out otherwise. Sorry)
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