Tag Archives: audience

[video] Advertising Myth Busted: Getting Attention – Tim Burt Explains

In this short video, I bust one of the biggest myths in advertising: “getting” the audience’s attention. Here, I use two real-world commercials to demonstrate that advertising is not just about getting the attention of the audience…it goes much deeper … Continue reading

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What Commercial Immediately Targets Their Audience Better Than Any Other? Tim Burt Explains

Pop quiz time. Q: What is the goal of the first line of a radio/television commercial? If you answered “to get the audience’s attention”, you’re partially correct. However, the true answer is far simpler, and goes much deeper than that. … Continue reading

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TV Commercial Fail: FedEx “Auto Repair Shop”. Tim Burt Critiques

When you absolutely, positively have to have a misguided, lame advertisement….watch this 2011 commercial for FedEx: The first time I saw this my initial reaction was it was for Google or another search engine company. THE ISSUE When the “shop … Continue reading

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Recipe Ingredient #7 To Make A Bad Radio Or Television Commercial: The Laundry List

All too often, business owners who write their own scripts fail to realize the one simple, core fact when trying to convey a message: what is the one thing you want the audience to remember about your company? You’ll most … Continue reading

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Recipe Ingredient #6 To Make A Bad Radio Or Television Commercial: Sports Celebrities

Sports stars are sports stars┬ábecause they can throw a ball, run or skate really fast, tackle, etc. better than anyone else on the planet. They’re not actors or voice actors. So why do sports teams insist on trying to transform … Continue reading

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Recipe Ingredient #5 To Make A Bad Radio Or Television Commercial: Your Kids.

Three common myths about using children in commercials by advertisers and agencies: Kids on radio and t.v. are cute! Kids stand out! People pay more attention to kids The biggest myth used by business owners regarding their own children: “My … Continue reading

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Recipe Ingredient #4 To Make A Bad Radio Or Television Commercial: Coupon Ads

The three deadliest words in any radio or television commercial: “Mention this ad…” Of course there are variations: “Tell ’em (DJ or spokesperson) sent you” “Tell ’em you heard it on (radio station) “Say you heard our ad” The list … Continue reading

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