I finally buckled down and got TiVo. Yes, it’s a amazing and no, I don’t know what I did without it. (By the way, that’s a great idea for a side blog…before getting any new technolgy where people say “i don’t know what I did without it”, write about what you’re doing without it. For example, before the microwave – and assuming the internet as we know it was around then – you could say “today i wanted to warm up a slice of pizza. i heated the oven for five minutes at 350 degrees, put the slice in there, let sit for 5 minutes, took it out and ate”. Or “i wanted some tea, so I took out the kettle and…”. Then it’s all recorded and you can say “wanna see what I did before the cellphone?”).
All that for this: like the hypocrite I am, I immediately started to zip through commercials. But I keep finding myself stopping and going back on certain ads because something caught my eye. More often than not, it’s a celebrity. Why? Because I’m familiar with them, have enjoyed their work, and want to see what they have to say. Like these new beer commercials with Burt Reynolds…I can’t just zip past those. Anything with Shatner I’m going to watch. God help me if Harrison Ford starts doing commercials.
That’s endorsement radio. While the mind zips through produced ad after ad, you stop and listen to the guy/gal that you hear ever day. Your attention level immediately piques and, even if the product has no relevance to you, you want to hear what he’s talking about (especially in political talk radio). So maybe it’s the case that a celebrity endorsement means even more? I’m not so sure about that. I think you need the visual. In radio, it’s the voices and the guys you DON’T see that are the stars. And your mind takes it all in. That’s the case with me, and apparently, with our customers.
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