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Do production values count or should we focus on the content. You wouldn’t believe how many people missed the boat on this question as it was presented to our producers group. Each is as dependent on the other. Thanks Roy for helping us wrap up the topic… Who Really Cares?
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There is another factor, however, that may be more important that the message and the production. Frequency.
You need to schedule a lot of ads to make your production and message work. All in all, you have to look at each client uniquely and help guide them into what kind of ad and schedule will work best for them.
Radio can set the world on fire. Ask H.G. Welles… or Don Imus… or the missionaries using radio in Africa to change people’s lives. Until we start telling the story more consistently and effectively, we’ll continue to catch hell from snooty agency copywriters.
Furniture stores, car dealers, retail stores, grocery stores… they are the ads you hear on the radio the most… because they can offer great sales incenetives… and yes they don’t need to run those but for a day or 2 which is why their sale changes every week/month. But for doctors, car repairs, lawyers, realtors etc… they have to rely on a good ad, TOMA and long term scheduling.
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