Category Archives: Advertising (General)

DONT U MAKE THESE MISTAKE’S

Posted on July 14, 2011 by Rod Schwartz

Working in radio does not give us license to trash the English language. After all, we’re supposed to be professional communicators, right?  We radio folks may find it easier to hide our misspellings, grammatical and punctuation errors behind a microphone … Continue reading →

Posted in Advertising (General), Communication, Professional Services Advertising, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales & Marketing, Storytelling | Tagged , , , , , , , , , , , , , | Leave a comment

RADIO-MERCURY MUSINGS

Posted on July 12, 2011 by Rod Schwartz

Each year since 2004 I’ve retained copies of my best radio work from the previous year, with a view toward entering them in radio’s premiere creative competition, The Radio-Mercury Awards. My 2010-11 folder contains some 15 commercials from which I’d … Continue reading →

Posted in Advertising (General), Casting Talent, Client-voiced commercials, Communication, Grace Broadcast Sales, Professional Services Advertising, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Storytelling, Uncategorized, Voice Acting, Voiceover | Tagged , , , , , , , , , , , , | Leave a comment

The Power of Words

Posted on June 27, 2011 by Rod Schwartz

“Choose your next witticism carefully, Mr. Bond.  It may be your last.”   –Auric Goldfinger to James Bond, who is about to be cut in half by a laser beam. Bond: “Well, you’re forgetting one thing. If I fail to report, … Continue reading →

Posted in Advertising (General), Branding, Casting Talent, Client-voiced commercials, Communication, Professional Services Advertising, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales & Marketing, Storytelling, Voice Acting, Voiceover | Tagged , , , , , , , , , , , , | 3 Comments

CAR DEALER RADIO ADVERTISING…IMPROVED

Posted on May 25, 2011 by Rod Schwartz

Too many car dealer radio and TV ads sound the same. They all use the same tired clichés, hyperboles, and ad-speak. They shout at the listener, thump their chest, and answer questions nobody’s asking. Small wonder that consumers find it … Continue reading →

Posted in Advertising (General), Branding, Client-voiced commercials, Communication, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales & Marketing | Tagged , , , , , , , , , | Leave a comment

The Problem With Groupon-style Deals

Posted on April 16, 2011 by Rod Schwartz

Earlier this month a friend shared a story about a bakery owner who lost $8000 cash honoring an ill-advised experiment with Groupon. Not surprisingly, their unfortunate experience isn’t an isolated incident.  An article in Milwaukee Journal Sentinel detailed a Milwaukee … Continue reading →

Posted in Advertising (General), Branding, Communication, Professional Services Advertising, Promotions, Sales & Marketing | Tagged , , , , , , | 3 Comments

Happy April First!

Posted on March 31, 2011 by Rod Schwartz

This is one of eight different commercials running heavily all day April 1st on all six commercial radio stations in the market.  (If the local NPR affiliate would allow it, they’d be running there, too.)  It’s a special one-day campaign, … Continue reading →

Posted in Advertising (General), Branding, Client-voiced commercials, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales & Marketing, Storytelling | Tagged , , , , | Leave a comment

Got Originality?

Posted on March 30, 2011 by Rod Schwartz

Give me a break. “Got Botox?!” Imitation, the Rev. Colton insisted, is the sincerest form of flattery. In the annals of American advertising, no slogan has attracted so many imitations—trite or inane as they may be—as the legendary Got Milk?, … Continue reading →

Posted in Advertising (General), Branding, Communication, Got Milk?, Radio Advertising, Radio Commercials, Radio Copywriting, Sales & Marketing, Storytelling | Tagged , , , , , | Leave a comment

The Original, One and Only

Posted on March 30, 2011 by Rod Schwartz

Uncle Sam—an American original Here is a one-word reason advertisers should give serious consideration to participating in their radio commercials: originality.   Each of us is, in the strict sense of the word, unique. An original, not a clone. As … Continue reading →

Posted in Advertising (General), Branding, Client-voiced commercials, Communication, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales & Marketing, Storytelling | Tagged , , , , , , , | Leave a comment

Accentuate the Positives: Client-Voiced Radio Commercials

Posted on March 16, 2011 by Rod Schwartz

I’ll admit there are advertisers who should be discouraged from doing their own radio commercials. (Here I would love to insert a few perfect examples, but let’s be charitable.) Still, my tendency is to err in the direction of giving … Continue reading →

Posted in Advertising (General), Client-voiced commercials, Radio Advertising, Radio Commercials, Radio Copywriting, Radio Production, Sales & Marketing | Tagged , , , , , | Leave a comment

Creating Profitable Radio Advertising: the Advertiser as Expert

Posted on March 14, 2011 by Rod Schwartz

Advertisers who voice their own radio commercials often find it a powerful way to leverage their knowledge and expertise, their accessibility, even their personalities to competitive advantage. After all, as owners their words carry more weight. They are the local … Continue reading →

Posted in Advertising (General), Client-voiced commercials, Professional Services Advertising, Radio Advertising, Radio Commercials, Radio Production | Tagged , , , , | Leave a comment