[BC] Commercial creativity....

[Steve Atkins]

Well, I've sat on both sides of that fence.  As a Production Dir. in a 
small market, every jock spent their off-air hours cranking out (min) 
three versions of every project I assigned.  The five of us in that room 
produced three or four accounts every day (granted many were spec for 
sales demos).

As an agency producer in L.A. (1986-2000), results came from the right 
stations, right daypart for the product, and yes creativity.  The 
biggest lesson I learned is funny doesn't necessarily sell, quirky 
doesn't sell, music can be a crutch and get in the way.  The message has 
to be clear and concise.  We sold millions of dollars in cars with a 
voice only, straight forward message.  Dealers would always ask, 'What's 
your _____(this or that acronym they'd learned at NADA conventions) and 
our response was, statistics don't sell, the right clear message on the 
right station does; not every stopset either.  Four times in a daypart 
on Wed-Fri pm was the magic for automotive.

It was always my understanding the mission of a station was to be in the 
interest, convenience and necessity of the community it serves.  
Aggressive marketing can be creative.  Like echo, a little goes a long way!

On 7/3/2014 7:50 AM, Dale Adkins wrote:
> Today the norm is to run the same 30-second spot six times an hour
> to browbeat the audience into action.  Mostly because we have let the
> ad agencies dictate schedules for maximum "exposures".
> Have we forgotten that the mission is to sell product for the client?
> DA
>
> ----- Original Message ----- From: "Cowboy" <curt at cwf1.com>
>
>> Today, we have 30 and 60 second spots.
>> Sell, sell, sell, sell....
>> In your face !
>> In your face !
>> Not enjoyable.
>
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