Branding commercials focused on one product attribute, perhaps only mentioning a second, yield better results than those that contain multiple messages. For music stations that’s either a message about its music, personalities, a promotion or a specific feature like “All Request Monday’s.”
However, all to often spots are produced with too many messages. One such example might be a commercial that dedicates equal time to music, a morning show and contesting.
If a spot contains too many messages or thoughts, the audience will fail to fully grasp any one concept. In other words, 1+1+1+1 = 0.
Below are a few examples of focused descriptive product brand positioning.
WRRM FM – Cincinnati
produced by Gemini Spots
WENS FM – Indianapolis
produced by IQ Agency
WNAP FM – Indianapolis
produced by The Chuck Blore Co.
Swiffer – Worldwide
It’s always beneficial to study how companies outside our industry market their products. The above spot was used by Procter & Gamble in 2008. It’s an excellent example of injecting humor into a descriptive/demonstrative commercial. It’s entertainment value makes viewers actually want to pay attention to it.