John Gaskill wrote:
>Umesh Gholap wrote:
>
>>a solution. What we are now thinking is buying more airtime i.e. from 8 to
>>10 mins and do a full program rather than do 20-30 sec. ads in which more
>>than half the time gets consumed in just spelling out the brand.
>
>Umesh,
>
>Eight to ten radio spots are likely to have little effect
>unless they are very powerfully written and advance
>test strongly with audiences.
>
>As for using 20s or 30s instead of 60s: The real
>problem with this approach is that you can't pack
>enough story and information in less than sixty
>seconds to make a big impression on the listener
>unless it is a "news announcement," a style that
>is probably inappropriate for a marriage service.
Actually, what you really need...and I say this with total
respect...is to hire a seasoned professional. Everything I've seen
on this thread runs perilously close to marketing suicide.
Find a firm who's done this before, preferably an outfit that has had
a lot of experience in creative development and substantial
experience in media. This is NOT a plug and play solution.
--
Rob Frankel, "Yes, I really do turn users into evangelists for your brand."
Big Time Branding (SM) http://www.RobFrankel.com
Revenue-generating Branded Community (TM): http://www.i-legions.com
The best biz discussion list on the web: http://www.FrankelTips.com
Received on Fri Apr 18 2003 - 11:27:21 CDT
