Rubber Dog Pooperlator
Posted: Sun, 27 Jun 2010 10:28:44 +0000
Production and programing people are constantly being harassed on a daily basis with sales teams asking for updated “credits” for programing elements to reflect a sale or event the client may be having. Its a trend that is worrying on several levels, in that the spots are being created by who are the imaging people of the station and that it is expected to do more than such a spot can be expected to do. More so when the client, who has spent very little in advertising dollars complains the campaign didn’t work. Sales then have the fear of Christ put into them by the bean counters and low and behold they get freebee’s galore to make it up to the client but this time in real commercial time Makes me laugh as they were obviously not advised correctly in the first place by the advertising consultant. Now the make-up ads are going where they really should go, in commercial time.
The program or show that is proudly presented by…lets say “Rubber Dog Poop”
Sponsor of the new carpet cleaning show Pooperlator
is a vehicle to brand an image or business or the products that they sell to the show or a program element that is popular. so the Rubber Dog Poop gets recognized in relation to the “Joke of the Day” etc.
The way that TV and more and more on radio stations use the “thanks to..” to raise extra revenue or as a value add to a poor spender to get them to spend. So the “Wedding Weekend” I brought to you by the “Boys only Club” … silly I know but you get my point.
Problem is that not many get “branding” any more.. Sure we right the message, we produce the message, we broadcast the message. Placement is key and knowledge of your medium too. That’s why targeted ad placement on the net as an example gives an ad targeted to the person viewing. You can do that on radio, as I said, that comes from understanding your product and placing your client in that product.
Thats my opinion and views from over 20 years in the producers chair.
Production and programing people are constantly being harassed on a daily basis with sales teams asking for updated “credits” for programing elements to reflect a sale or event the client may be having. Its a trend that is worrying on several levels, in that the spots are being created by who are the imaging people of the station and that it is expected to do more than such a spot can be expected to do. More so when the client, who has spent very little in advertising dollars complains the campaign didn’t work. Sales then have the fear of Christ put into them by the bean counters and low and behold they get freebee’s galore to make it up to the client but this time in real commercial time Makes me laugh as they were obviously not advised correctly in the first place by the advertising consultant. Now the make-up ads are going where they really should go, in commercial time. The program or show that is proudly presented by…lets say “Rubber Dog Poop” is a vehicle to brand an image or business or the products that they sell to the show or a program element that is popular. so the Rubber Dog Poop gets recognized in relation to the “Joke of the Day” etc. The way that TV and more and more on radio stations use the “thanks to..” to raise extra revenue or as a value add to a poor spender to get them to spend. So the “Wedding Weekend” I brought to you by the “Boys only Club” … silly I know but you get my point. Problem is that not many get “branding” any more.. Sure we right the message, we produce the message, we broadcast the message. Placement is key and knowledge of your medium too. That’s why targeted ad placement on the net as an example gives an ad targeted to the person viewing. You can do that on radio, as I said, that comes from understanding your product and placing your client in that product. Thats my opinion and views from over 20 years in the producers chair.
