A man walks into a pet store and says, "I want a talking parrot."
The clerk says, "Yes sir, I have several birds that talk. This large green parrot here is quite a talker." He taps on the cage, and the bird says, "The Lord is my Shepherd, I shall not want." He knows the entire Bible by heart. "This red one here is young, but he's learning." He prompted, "Polly wants a cracker." And the bird repeated back, "Polly will want a cracker." Then I've got a mynah bird but he belongs to a sailor, so if you have children you won't want that one."
The man says, "I'll take the younger one, if you can teach me how to make him talk."
"Sure, I can teach you," said the pet store owner. He sat down with the man and spent hours teaching him how to train the parrot. Then he put the bird in the cage, took his money, and sent the man home to start his training regimen.
After a week the man came back into the store very irritated. "The bird you sold me doesn't talk."
"He doesn't? Did you follow my instructions?" asked the clerk.
"Yep, to the letter," replied the man.
"Well, maybe that bird is lonely. I tell you what. I'll sell you this little mirror here and you put it in the cage. The bird will see his reflection and he will start talking right away," responded the clerk.
The man did as he was told but three days later was back in the shop. "I'm thinking of asking for my money back, that bird won't talk."
The shop owner pondered a bit and said, "I bet that bird is bored. He needs some toys. Here, take this bell-no charge. Put it in the bird's cage. I bet he'll start talking once he has something to do."
In a week, the man was back angrier than ever. He walked in carrying a shoebox. "That bird you sold me died." He opened the shoebox and there was his poor little dead parrot. "I want my money back."
The show owner was horrified. "I'm so sorry. I didn't know what happened. But. . . tell me . . . did the bird ever even try to talk?"
"Well," said the man, "he did say one word, right before he fell off his perch and died."
"What did he say?" the clerk inquired.
The mean replied, "Fo-o-o-od."
Friday, July 23, 2010
Thursday, July 1, 2010
Five Reasons to Advertise on the Radio!
Reason 1: Control Brand Image
Traditional media, like radio, provides a valuable platform for brand managers eager to build and sustain an image in the midst of this era today of commercial free subscription radio, ipods and mobile TV. Radio is messaging in one direction. Advertisers control the message and therefore the brand image.
Reason 2: Association Control
Many brands, especially luxury ones, take great care to ensure that their advertisements are found in places that support the brand image. Here’s where radio steps in. Radio allows brands to ‘place’ their ad in the traditional sense. Not just how they want them, but where they want them. Image creation requires strategic placement, not just a great creative.
Reason 3- Back to What We know
As much as people love the new, in times of crisis, people tend to go back to what they know. Traditional media buys bring comfort in crumbling times and rather than try to convince their clients to try something different, advertising agencies suggest the fundamentals. Even if traditional media was imperfect, no one considers it the cause of the crash and frankly, we know it works.
Reason 4: The Internet is Still Hard to Measure!
One of the greatest digital phenomenon of the past decade, the viral advertising campaign, has an unquestionably powerful reach and impact that will never be predictable or measurable. In radio, you think of a funny or brand-appropriate creative, put together an entertaining little pitch, place it, estimate your GRPs and do it again until you reach your desired reach and frequency. It may be simple, clean, and less sexy, but it is effective.
Reason 5: Internet and Digital Revive Radio
More people are turning to the Internet for streaming radio. Just as consumers listen to the radio while driving, they listen to digital radio while surfing the web. According to the RAB’s study, digital radio’s returns increased by 18% during the recession.
Traditional media, like radio, provides a valuable platform for brand managers eager to build and sustain an image in the midst of this era today of commercial free subscription radio, ipods and mobile TV. Radio is messaging in one direction. Advertisers control the message and therefore the brand image.
Reason 2: Association Control
Many brands, especially luxury ones, take great care to ensure that their advertisements are found in places that support the brand image. Here’s where radio steps in. Radio allows brands to ‘place’ their ad in the traditional sense. Not just how they want them, but where they want them. Image creation requires strategic placement, not just a great creative.
Reason 3- Back to What We know
As much as people love the new, in times of crisis, people tend to go back to what they know. Traditional media buys bring comfort in crumbling times and rather than try to convince their clients to try something different, advertising agencies suggest the fundamentals. Even if traditional media was imperfect, no one considers it the cause of the crash and frankly, we know it works.
Reason 4: The Internet is Still Hard to Measure!
One of the greatest digital phenomenon of the past decade, the viral advertising campaign, has an unquestionably powerful reach and impact that will never be predictable or measurable. In radio, you think of a funny or brand-appropriate creative, put together an entertaining little pitch, place it, estimate your GRPs and do it again until you reach your desired reach and frequency. It may be simple, clean, and less sexy, but it is effective.
Reason 5: Internet and Digital Revive Radio
More people are turning to the Internet for streaming radio. Just as consumers listen to the radio while driving, they listen to digital radio while surfing the web. According to the RAB’s study, digital radio’s returns increased by 18% during the recession.
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