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Audacy Media has completed a study that finds radio ads are much more effective if the advertisement is either read by the host or endorsed by them. Maybe Frank Leo and The Home Improvement People have been right all along.
From Radioink ....
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After hearing some of the clunkers on WGR AM, I have my doubts.
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When I started at CHUM Toronto in February of 1965 as a board operator/producer, almost half of the ads were 'live reads' by the DJ on air. When I moved into production in 1967, management decreed a change to record these former live reads, and by the early '70s, almost ALL the commercials were recorded, including live tags.
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It must work. Next time I have to go online to hire an 'expert' to clean some dog snot off my lower windows, that any stiff with some Windex and roll of paper towels could do in 2 minutes, I'll race to Jiffy-App, just like John Moore.
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I don't know how you can prove that ads read by hosts or the product's owner can be more influential.
Especially the latter since most of the time when an owner reads their own ads they are horrible.
Take Tom's place.
Horrible.
Also when ads are read by hosts they often are too long.
Those Frank Leo ads are interminable.
Who cares that Joe and Jane were retiring and moving up north and needed to sell their home, but they liked the colour red and their house was red so they had difficulty selling it so they called Frank Leo, etc etc... meantime five minutes has gone by with the audience ( at leasdt me) bored to tears or changing the station.
By the way if Frank Leo's marketing system is so miraculous why isn't everyone doing it?
It's like those miracle natural cures, if they really worked the whole bloody world would be rushing to buy them and doctors would lose most of their patients.
Oh wait, that's because they don't work.
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No. It cheapens and debases the reader of the copy.