We are constantly surrounded by advertisements in our everyday life. We may not realize it but it could happen anywhere, at anytime. Radio advertising revenues may be on the decline due to the many different technological advances that have occurred over the last several years, but advertising on the radio is still an effective method to reach potential customers. Below, I have analyzed 5 different radio advertisements from the Radio – Mercury Awards ranging from years 2008 – 2012.
“Storybook” (Please click link to listen to ad).
The Martin Agency
Description: The service being advertised is homeowners insurance for Geico. The title of the ad is “Storybook”. The message is being relayed to its audience in a sense that you are being read a bedtime story, relating to the childhood tale of a cow jumping over the moon, but as the cow is landing as it jumps over the moon it lands on the roof of a Dutch colonial house. Everything will be fine because you have homeowners insurance through Geico.
Technique: Geico uses comedy to get the message across, it is important to have good homeowners insurance in case a cow lands on the roof of your house. Using an old tale that a majority of people can relate to gets people to consider saving money on a homeowners insurance policy through Geico. Geico’s objective is to get people to get their homeowners insurance policy through their company and to realize that they can save money. Most know Geico’s saying of “15 minutes could save 15% or more on insurance”, it relays this message without specifically quoting its own phrase in the radio ad.
Target Market: The target market for this ad is anyone who owns a house, or looking to purchase a house. It will connect with an audience who is familiar to the tale of cows jumping over the moon, but even if you aren’t familiar with the story people can understand the message being conveyed and see the comedy in the ad.
Audience Action: The ad wants the audience to have homeowners insurance through Geico.
Dos Equis – Heineken
“The Most Interesting Man – Sauna” (Please click link to listen to ad)
Havas Worldwide New York
Description: The product being advertised is Dos Equis beer. The ad makes several comparisons that are very unreasonable or improbable but are entertaining, like “he has never broken a sweat, even in a sauna” or “presidents take the day off on his birthday”.
Technique: The message uses a variety of what I would call humorous thought provoking comparisons that if it were true, it would make someone very impressive. Dos Equis uses this ad campaign about the most interesting man in the world to provoke people to be different and interesting by drinking Dos Equis beer. The objective of the ad campaign is to get people to stray away from what may be a typical beer choice and to drink higher quality Dos Equis beer.
Target Market: The target market for this ad would be a working professional who enjoys quality beer.
Audience Action: The ad wants the audience to be different and interesting while drinking Dos Equis beer.
“Colonoscopy” (Please click link to listen to ad)
Butler, Shine, Stern & Partners
Description: The products being advertised are MINI Cooper cars. The ad uses comedy by saying that you will be extremely happy doing something that is not enjoyable at all because you get to drive your MINI Cooper.
Technique: The ad uses comedy by describing a series of unfortunate/undesirable events that occur to a person but the person is okay with them because he gets to drive his MINI Cooper.
Target Market: The target market for this ad would be more of younger demographic looking for a car they would enjoy driving. MINI Cooper’s tend to be smaller and not as practical for families.
Audience Action: The ads wants its audience to get a MINI Cooper car so that they can enjoy their driving experience regardless of where they’re traveling to.
Big Bear Mountain Resorts
“Snow Watch 2” (Please click link to listen to ad)
Radio Savant Production, Inc
Description: Big Bear Mountain Resorts is being advertised to attract people to enjoy their Ski Resort facilities. It is being advertised as a news report in which a reporter interviewing someone from Big Bear, talking about all the snow that they have.
Technique: The ad uses a news reporter doubting the amount of snow at Big Bear Resort, but the Big Bear associate explains how much snow they have for such an extended amount of time, including man made snow from Big Bear lake water.
Target Market: The target market for this ad is anyone who enjoys skiing, snowboarding, or just the winter outdoors. The ad just emphasizes how much snow they have.
Audience Action: The ad wants people to visit Big Bear Resort and enjoy all the snow they have to offer.
Shorewest Realty Company
“Left – Right” (Please click link to listen to ad)
Description: The service being advertised in this ad is Shorewest Realty Company’s ability to find you a new home or sell your existing home. It simultaneously has two voices speaking at the same time, from the left side it is talking about buying a home, and the right talks about selling a home. Confusing at first, but I find it to be a creative way to get the audiences attention using the two voices at the same time but the sound effects actually sounding like they are coming from the two different sides of your speakers.
Technique: The technique used in this ad is the different sides of speakers talking about the two different services the company offers of selling your home and helping you find a new.
Target Market: The target market for this ad is anyone considering buying a new home or looking to sell their home.
Audience Action: The ad wants the audience to consider Shorewest Realty Company when it comes to their real estate needs.