You're a Listener and don't get it....

We've got to do a good job on this spot! Radio Sales types will often come to the "creative services" guy and ask that they create a killer commercial from next to nothing in the way of content or information about the prospective client's business or product. Often the sales person has no clue as to what the prospective client sells or how to present the client's business or product in a commercial. They just know the client has money to spend on advertising and that's enough to start the wheels turning...so..... they leave it up to the guy producing the spot..... more often than not the spot ain't what the client has in mind and the production guy has wasted an hour or two on something that will never get on the air.

KRUD Listener Tip: When you hear a bad commercial on the radio.. you know, a voice that just doesn't sound like it belongs on the radio.. it's usually the owner of the business doing his own spot. They do their on spots because (1) They think they sound great and they get to be on the radio or.... (2) They save money but not paying a talent fee and have the spot produced by a pro... they're cheap.