India has been seeing visits by quite a few advertising and marketing gurus in recent times. After Philip Kotler launched the 12th edition of his tome on marketing in Chennai recently and Kevin Keller held his Brand Conclave in Kolkata, it was ad guru Dan O’Day’s turn to share his views and insights on ‘How to create a Maximum Impact Broadcast Advertising’ at a seminar organised by Adlabs Radio in Mumbai on July 19, 2006.
O’Day communicated in an informal way, which he claimed was his ‘USP’, and showcased some radio creatives from around the globe. Starting from the basics O’Day said, “A good commercial is a commercial that sells. Similarly, a commercial that sells is the one that motivates consumers to act. Radio advertising is, after all, also about sales.”
Specifically talking about radio advertising, O’Day remarked, “Radio is different from print because with print you have to fill in the white spaces. With print you can say everything in detail, while radio is a human experience.”
O’Day further said, “Radio actually is a visual medium. You have to paint a picture in the consumers’ mind. Broadcasting and advertising is supposed to affect people. So, if you can stimulate the consumers’ minds, they will be able to paint the right picture of your product.”
Talking about how the communication should be, O’Day advised, “Sell results of the product and not the product itself. Also, try to capture the attention of the consumer at the very beginning. The opening line of your commercial should be a ‘commercial for you commercial’.”
Re-emphasising on the importance of the target consumer, O’Day said, “The most important thing is to focus on the targeted consumer and not the advertiser. Present the information from the customer point of view. It is the single largest crime of copywriting, to ignore the consumer point of view.”
“When the very first few lines of a commercial have the name of the advertiser then you tend to tell the consumer that this is about us and not you. Therefore, it is important to ask yourself – ‘why and how does this affect my targeted consumer’?” added O’Day.
Giving his tips on successful radio advertising, O’Day said, “Successful advertising intersects common human behaviour and experience. It makes them feel that what is said in the commercial is what they themselves say sometimes. Identify the emotional angle of your commercial. People act on emotions, therefore, decide the one emotion that will motivate the consumer to act even before you come up with an idea for the commercial.”
O’Day continued, “Identify the core message of your commercial that the consumer should hear and understand. Don’t talk about two things at the same time. Also, talk in a language and evoke those emotions that real people understand.”
Speaking about humour and music in commercials, O’Day said, “Humour and the sales message should be interwoven with each other, keeping in mind that the goal is not to make people laugh, but to make the consumer laugh and hold a mirror to their life. As far as music is concerned, it only brings about an emotional impact to the commercial.”
O’Day finally pointed out that it was important to anticipate objections by the consumer and hence, the commercials should address such objections.