NFIB

You Laughed at the Commercial, But Can You Remember Its Message?
04/ 03/ 2002

The next time you're watching TV with friends or family members, try this test. When a commercial comes on that makes everyone laugh, wait an hour, then ask your companions if they remember what product or company the particular commercial was advertising. Chances are that they'll recall the commercial's humor, but after watching several dozen other commercials in the meantime, they won't be able to remember the product. Using this concept, today's Workshop by Jeffrey Moses discusses why some popular types of TV and radio advertising may not be as effective as you think.

Advertising writers often assume that getting people's attention is all that matters when creating TV and radio commercials. While humor usually accomplishes this, it sometimes overshadows the content, and people often won't be able to remember who or what the ad was promoting.

Using a celebrity in an ad may have a similar effect. David Ogilvy, one of the founding fathers of modern advertising, once said that when a celebrity is featured in a TV commercial, people remember the celebrity, but not what the ad was about. Based on his experience, he refused to use celebrities, choosing instead to feature more ordinary people in most of his commercials. Small businesses usually can't afford the Michael Jordans and Tiger Woods of the world anyway, but may sometimes choose to use local sports heroes or other local celebrities. Be aware that this could also overpower your message.

There's nothing wrong with using humor or celebrities in TV and radio advertising, as long as your message still comes across. To make sure it does, mention your company at least three times during the spot. TV spots should conclude with a visual and verbal call to action inviting viewers to visit your store or use your products. Similarly, make certain that a radio spot ends with a strong verbal call to action.

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