“Greatest Marketing Campaigns” Analysis of 5 Radio Ads

Product Information

Ad title: Ads from Dad

Company name: Progressive

Awards: Radio Mercury Awards 2018

Category: Best Radio campaign

Ad Link: https://aef.com/ad-campaigns/ads-from-dad/

Focus of the advertisement:

The customer doesn’t have to turn into their parents to save money on car insurance. The voice actor is portraying a father figure that is awkward in the recording process and could be considered as embarrassing to a younger listener. The advertisement uses humor to poke fun of the father figure as being aloft, but if you use their services of insurance you don’t have to be like the “dad”.

Advertisement Objectives:

The Objective of this advertisement is to portray the brand as acceptable to the younger generations. Many markets are view as “old” by younger generations, but saving money is something that all ages like.

Target Market:

The target market is younger drivers, homeowners, or renters that pay for their insurance.

Call to Action:

The call to action is to call Progressive Insurance to find out how they can save the customer money on any of their insurance needs. The phone number and website are mentioned in the ad.

Value Proposition:

“Progressive can’t save you from becoming your parents, but they can save you money on your home and auto insurance” they are attempting to lure younger customers into swapping their insurance company to save money. In one of the ads, the announcer even announces that the customer could save even more money by bundling different insurance products to save even more money.


Product Information

Ad title: Her Man Can Do It

Company name: Herrmann Services

Awards: Radio Mercury Award 2019

Category: Best Radio Station Produced Commercial.

Ad Link: https://aef.com/ad-campaigns/her-man-can-do-it/

Focus of the advertisement:

The repetitive mispronunciation of the company’s name Herrmann as “Her Man” is to embed the name of Herrmann in the customer’s mind. This mispronunciation is exasperated by the voice actress that is portraying the customer trying to correct the name of the company.

Advertisement Objectives:

The objective is to educate the services that are offered by Herrmann Services. By mentioning that “Her Man” can fix household problems such as heating, air conditioning, plumbing, and electrical work they are expressing that Herrmann Services can fix all household issues.

Target Market:

Quick listening it would seem that women would be the natural market for the “Her Man” services, but as I listened to the ad again, the women stated that her husband was not able to fix toast. The market could be anyone needing household issues fixed.

Call to Action:

The advertisement’s call to action is that customers only need to call or visit the stated web address to have Herrmann Services come to the residence and fix their house issues.

Value Proposition:

The value proposition is that there is a company that can come to the customer’s residence to fix their household issues instead of trying to fix it themselves. Some people are not equipped or able to even fix toast, and there is a company that can come and fixes it from them.


Product Information

Ad title: Lurking for Love Valentine’s Day

Company name: 1500 ESPN

Awards: Radio Mercury Awards 2018

Category: Best Radio Station Promotional Spot

Ad Link: https://aef.com/ad-campaigns/lurking-for-love-valentines-day/

Focus of the advertisement:

The focus of the ad was that of someone calling into a “Valentine’s Love Score” hotline. As the “caller” kept pressing one it becomes apparent that the “caller” wasn’t in a relationship but was a stalker. the progression of the call makes the “caller” seem more desperate and thus raises the humor level of the advertisement.

Advertisement Objectives:

The Objective is the radio station is wishing a “happy Valentine’s Day from the station that you truly love”. The format of the ad is making fun of the establishment of Valentine’s Day because the radio station is what the listener truly loves.

Target Market:

The market for this advertainment is listeners that enjoy sports (the station is ESPN) and have a sense of humor.

Call to Action:

 The only casual call to action would be to listen to the radio station since no product is mentioned.

Value Proposition:

There isn’t any value proposition since the advertisement is a filler only to promote the radio station during the holiday in a humorous fashion.


Product Information

Ad title: Keep Farts Funny

Company name: Meredith’s Miracles Colon Cancer Fdn

Awards: Radio Mercury Awards 2015

Category: N/A

Ad Link: https://aef.com/ad-campaigns/keep-farts-funny/

Focus of the advertisement:

Laughter. The Focus is Laughter. The female announcer gives an “unabridged guide to flatulence” and after every name, she says there is a fart to coordinate with the name. As the list goes on the sounds and names become more outlandish to evoke laughter.

Advertisement Objectives:

At the end of the advertisement, the object is revealed that the announcer wants to raise awareness of colon cancer. By being tested for colon cancer people can keep farts funny.

Target Market:

The announcer gives the target market as anyone at any age should know the signs of colon cancer, but those over the age of 50 should get a colonoscopy.

Call to Action:

People of any age should educate themselves on signs of colon cancer and induvial over the age of 50 should get a colonoscopy. The website to the foundation is given to the audience to visit to get more information.

Value Proposition:

The value proposition is the health of the listeners. Since the foundation is about giving information and not trying to make a profit, the foundation only wants people to become educated on the signs of colon cancer.


 Product Information

Ad title: Kitty

Company name: New York Lottery

Awards: Radio Mercury Awards 2016

Category: Agency/Production Spot

Ad Link: https://aef.com/ad-campaigns/kitty/

Focus of the advertisement:

The focus of the advertisement is a human imitating a cat’s meow. The narrator states that a rich person hired a human to meow like his deceased cat, as a full-time job.

Advertisement Objectives:

The objective to convey that the average listener could be a “way better rich person” than the rich person that hired a man to make meows. The way that the advertisement is suggesting that if the listener plays the lotto that they could be rich.

Target Market:

Since a person must be 18 or older to play the New York Lottery, then the target market would be anyone of legal age to buy New York Lottery tickets.

Call to Action:

The call to action is to buy New York lottery tickets.

Value Proposition:

The value proposition is that a listener could play the New York lottery, become rich, and spend their money on things better than a person meowing.


4 thoughts on ““Greatest Marketing Campaigns” Analysis of 5 Radio Ads

  1. Hi Dustin,

    You chose some very memorable ads. As I look and listen at/to other student’s blogs it seems most people chose ads that were funny, and usually half of those are shock humour. I tried to listen to the ads without seeing who they were from to see how effective they were at getting the company’s name across. When I was listening to the colon cancer one, I had no idea where it was going. They used humor to bring light to a very serious situation and I think it had to be my favourite pick of your group.

    Like

  2. Hello Dustin,
    Great work! I particularly enjoyed the “Keeping Farts Funny” advertisement and thought it was an awesome way to create an ad. Not only was it comical (I laughed at each name and each ensuing sound), it was informative and gave individuals something to think about.
    In addition, I also was entertained by the “Lurking for Love” advertisement. While it was amusing, I got the idea that the radio station was insinuating that men are not “concerned” with Valentine’s Day like their counterparts and that their “real” love was listening to this particular station which just so happened to have ESPN located in the name…Just saying…

    Awesome job with your analysis!

    Best,
    TK

    Like

  3. Dustin,
    I had heard many of these ads through my own research but I hadn’t heard the last one, “Kitty”, but its hilarious. Thanks for sharing! I thought they did a good job of allowing listeners to stop and daydream for a moment of what it would be like to win the lottery, even if its something crazy like paying someone to meow like your old cat! It is always fun to stop and daydream of what you would do and I think that is why most people buy lottery tickets in the first place!
    Thanks,
    Caitlin

    Like

  4. Dustin,
    The keep farts funny ad was great. It was extremely funny, and you have no idea what the point of the ad is until the end. I think it could get people thinking about something serious, while they’re still laughing at the first par of the ad.

    Like

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