Mark Ramsey: What's Wrong With Radio Advertising?
October 27, 2011 at 4:00 AM (PT)
MARK RAMSEY MEDIA Pres. MARK RAMSEY asks in his latest blog, "What’s the biggest problem with radio advertising?"
"It's that everybody in the message pipeline -- from advertiser to broadcaster to listener -- views commercial spots as negatives," writes RAMSEY. "How else to explain the silly reaction of KROGER's agency to the term 'commercial-free.' It shines a negative light on the messaging, they argue, even as they (and we) go out of their way to create messaging that deserves that negative light.
"How to explain that PANDORA will run spots -- unless you 'upgrade' to a 'premium' tier for a fee, where the first and most important benefit is 'no ads'? In other words," notes RAMSEY, "we know you hate ads so much you will pay us to avoid them, thus we will define our premium tier by what it subtracts rather than what it adds."
Read the full blog here.