Those writers responsible for the successful commercials have, to a very large extent, avoided, or failed to include, the following:
Concepts which could be interpreted as encouraging negative thoughts about the advertiser
Anything which is not fully believable
Humour (misdirected)
Long sentences
Killer clichés
Complicated messages
Multiple propositions
Spoof ads (These are commercials which satirise radio commercials: a feeble attempt at
humour.)
Commercials purporting to be spoken by the proprietor or manager
Any play on words, rhyme or alliteration
Commercials sounding like press ad.s being spoken
Memorable slogans
Unique claims
Suspense or excitement
Links to other media
Empathy with the listener
© Copyright 1998 Campbell Ricketts Market Communications
