Tag Archives: Air

What People Hear Vs. What Is Actually Said In Commercials – AKA “The Phantom Message”

We’ve all heard commercials where the offer you perceive is not actually the message trying to be communicated. HOW AND WHY THIS HAPPENS It all stems from my first rule of advertising: Every good commercial or advertisement is rooted in … Continue reading

Rate this:

Posted in Advertising, Advice, Commercial, magazine, radio, video | Tagged , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , | Leave a comment

Recipe Ingredient #10 To Make A Bad Radio Or Television Commercial: Asking A Dumb Question

A common misconception among copywriters is: “Don’t start off a commercial with a question. If the listener/viewer answers ‘no’, you’ve lost them“.   I agree with that to a point. But there’s one very important word missing from the first … Continue reading

Rate this:

Posted in Advertising, Advice, Commercial, magazine, radio | Tagged , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , | Leave a comment

Recipe Ingredient #9 To Make A Bad Radio Or Television Commercial: Script By Committee

What happens when too many people¬†offer opinions into a script? (note: This is most common with commercials in the medical field.) MYTH All decision-making employees should have an opinion on what the commercial should “say”…which leads to… Trying to cram … Continue reading

Rate this:

Posted in Advertising, Advice, Commercial, magazine, radio | Tagged , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , | 1 Comment