Ads That Work

And why they do…

I think we all know that accountability is long overdue.

Google has forever changed the ad game, and those Radio companies doing really well with their digital arms are far further down this road than most of us — at least than I — realized until recently.

In many ways, Google’s job is easy because they can prove their search produced click-through. Now, that still doesn’t equal sales, but most of us in Radio believe getting bodies through the door is our job. Once our listeners cross the threshold, it’s up to the merchant to close the deal.

I’ve long railed against consolidated Radio’s unwillingness to pay for good writing and production, especially when it comes to local sales efforts. I’m a realist; I don’t expect my passion to change Bob Pittman’s behavior.

But even given current staffing constraints, there’s a reason to understand why good advertising works, and do our best to produce effective ads: Our future depends on it.

That’s why this article in The Atlantic is worth two minutes today. Consider these quotes…

…there is plenty of evidence to suggest that we respond negatively to naked attempts at persuasion.”

Successful advertising rarely succeeds through argument or calls to action. Instead, it creates positive memories and feelings that influence our behavior over time to encourage us to buy something at a later date.”

The best advertisements are ingenious at leaving impressions.”

Of course, there are lessons for Radio here too IF Radio was still invested in its own marketing, but it’s literally been over 20 years since I knew a radio company that actually developed, and followed, a real marketing plan.

Yes, that is the definition of irony.

Take a minute today, and share this article with your Sales and Programming staffs.

We’re in the memory-producing content business, which is why this ad for VW is still collecting online views…

Every time we see it, it still makes us feel good.