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The Memo And The Dreaded Cliché



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(11/15/2013 3:35:51 PM)   Flag as inappropriate content
Not hard to figure, Steve. A "routine" ad, on a lot, works much better than a "creative" ad on just a little.
Be careful of looking down on "cliche" inclined advertisers and copy. It's the language of the masses and is condescending to no one. How refreshing.
"Creative" ads, on the other hand, are best reserved for the Super Bowl where their life span consists largely of one day.

- Lydia
(11/15/2013 1:49:33 PM)   Flag as inappropriate content
I worked at a small market station once where we had a "problem child" client who hated everything creative we ever did for him.

One afternoon, after a liquid lunch, the PD and I decided to write the abolute worst spot we could think of, including every cliche above and more.

We produced it and the sales person played it for the client . . . who absolutely loved it.

It ran in high rotation for nearly a year. The client claimed it worked fabulously for him.

Go figure.

- Steve
(11/15/2013 11:47:32 AM)   Flag as inappropriate content
Neither Vancil nor any other middle-management staffer should have the authority to edit ad copy paid for and approved by advertisers who pay Vancil's salary. Other media have lots of ad copy that won't win awards but is not interfered with by employees who are not in the advertising department. Go play basketball, Bill.
- Lydia
(11/15/2013 10:05:05 AM)   Flag as inappropriate content
Think of all the money they save by not having seasoned copyrighters!
- The anonymous commenter
(11/15/2013 8:06:38 AM)   Flag as inappropriate content
That Chris would have to present this material - because it is still rampant - is testimony enough that radio has been fumbling around for all these decades. And continues to do so.

That sales people are still writing copy when their priorities are (or should be) elsewhere is another indictment.

- Ronald T. Robinson


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