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Sales & Marketing
This essay, How should we judge a commercial? , was written by Doc Holliday for Radio-Info.com's Sales & Marketing column.
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How should we judge a commercial?
As you may or may not know, there has been a controversy regarding this year’s Mercury Awards. Tom Taylor of “Taylor on Radio” asked a thought provoking question of his readers. He asked, “Should the Radio Mercurys be about ROI, and not just creativity?” I sent the following reply to his request:
We know that creativity and ROI are not mutually exclusive. We also know that entertainment value will not necessarily deliver results. (Yo quiero Taco Bell?) All commercials have a primary purpose. Commercials that fail to generate a return that is at least equal to the norm for advertising in their respective industry should be deemed to be bad commercials, regardless of their artistic or entertainment value.
About the Writer
Doc Holliday is one of our many guest writers at Radio-Info.com. We regularly publish articles from industry professionals to help keep our readers informed on the latest trends and developments in the radio industry.
