A lot of advertisers will be wanting to jump on the Royal Wedding bandwagon.
But what can or can't you get away with in your radio advert ?
An agency client forwarded us a note from Global Radio which we thought you may find useful.
The recent announcement from Clarence House that Prince William and Kate Middleton are to marry next year poses many questions: will there be a national holiday? Who will design the dress? Is hat-wearing going to be mandatory across the British Isles? And most importantly as far as advertisers are concerned: can we refer to this happy event in our advertising?
Broadly speaking, advertising should not claim or imply that a particular product is endorsed by the Royal Family or imply that a product is affiliated to royal events when it is not. This is line with the general provisions on misleading advertising and the fact that the CAP Code urges marketers to obtain written permission before implying any personal approval of the advertised product and reminds marketers that those who do not want to be associated with the product could have a legal claim (rule 6.1).
Specifically, members of the Royal Family should not normally be shown or mentioned in a marketing communication without their prior permission (rule 6.2) and the Royal Arms or Emblems must not be used without prior permission from the Lord Chamberlain’s office. References to a Royal Warrant should be checked with the Royal Warrant Holders’ Association (rule 3.52). For information regarding the sale of souvenir products please see the guidance issued by Clarence House.
The ASA has in the past upheld complaints about advertising that implied Royal Endorsement. However, the Code states that an incidental references unconnected with the advertised product, or references to material such as a book, article or film about a member of the Royal Family, may be acceptable.
We would expect that advertising products with references to the Royal Wedding which do not feature the prospective bride and groom such as 'invite everyone round to watch the wedding and enjoy X', are likely to be acceptable in the same way as marketing referencing sporting events would be.
Get your radio commercials made in advance of the royal wedding. Contact Airforce now on 01249 821679. Initial script ideas are free.
Monday, 28 March 2011
Monday, 21 February 2011
When scheduling of your radio advert fails....
If you're paying good money for your radio commercial to be broadcast, make sure the next commercial in the break doesn't ruin things for you.
Listen here
John Calvert
Listen here
John Calvert
Monday, 14 February 2011
When people have their heads firmly implanted up their back-sides, this is what can happen...
What WERE Groupon and their agency thinking when they thought this ad would be great for business ?
Read the article here.
John Calvert
Read the article here.
John Calvert
Monday, 31 January 2011
Changes to the small print. Do your radio commercials comply ?
The rules in financial advertising are having a bit of a shake up.
The Radio Advertising Clearance Centre (RACC) have forwarded us the following note:
The Consumer Credit (Advertisements) Regulations 2010 (CCAR) replace the 2004 Regulations on 1st February 2011.
Certain credit ads are exempt (e.g. if the ad makes clear that credit is only available for business purposes).
Ads must include the name of the advertiser (the advertiser’s address is exempt for radio ads).
Where the ad includes a rate of interest or any amount relating to the cost of credit (whether a sum of money or a proportion of a specified amount), the ad needs “a representative example”.
A “Representative Example” consists of the following minimum information:
• the words "Representative Example"
• total amount of credit
• an APR, worded thus: “Representative X% APR” (the APR available on 51%+ of deals arising from the advert)
• cash price
• amount of any advanced payments and any other fees (if relevant)
• duration of the agreement
• total amount payable
• amount of each repayment of credit (if relevant)
Please note that…
The phrase/tag/qualification “Representative X% APR” can be used on its own where the ad:
• is for “bad” credit risks (e.g. “can’t get credit?”)
• contains a ‘comparative indication’ (e.g.“low cost loans”, “our lowest rates”, “save money”, “low monthly payments”)
• includes an ‘incentive’ to take out credit (e.g. “nothing to pay for a year”, “get cash fast”, “2% off our usual rates”, “low deposit”)
Please don't curse the RACC for this. These aren't their rules. They are simply here to ensure the new law is adhered to in radio advertising.
The small print in financial advertising is at the best of times, pretty confusing. But this new rule in my opinion will not benefit the listener in any shape or form. Come on Law Makers, are you really in the belief the audience understands what 'Representative APR' actually means ? And if they do, do they actually care ?
I think cramming T's & C's in a radio ad doesn't do anyone any favours. It's a well-known fact the human brain can't absorb large amounts of information in one go. Therefore a radio advert with a monotonic voiceover rattling off technical prattle that only has meaning to those in the financial sector doesn't really give the consumer any protection at all.
I am completely up for protecting the consumer. So how about just saying 'conditions apply' ? It tells the listener they won't be getting something for nothing and that there is more to the offer than meets the eye.
Job done in a clear, understandable and consise manner. But let's face it. Many of those who enforce the laws don't actually think like us mere mortals. So the chances of things changing for the better are unlikely !
For advice on how Airforce can make the small print in your radio advert legal, yet as unobtrusive as possible, get in touch here.
John Calvert
The Radio Advertising Clearance Centre (RACC) have forwarded us the following note:
The Consumer Credit (Advertisements) Regulations 2010 (CCAR) replace the 2004 Regulations on 1st February 2011.
Certain credit ads are exempt (e.g. if the ad makes clear that credit is only available for business purposes).
Ads must include the name of the advertiser (the advertiser’s address is exempt for radio ads).
Where the ad includes a rate of interest or any amount relating to the cost of credit (whether a sum of money or a proportion of a specified amount), the ad needs “a representative example”.
A “Representative Example” consists of the following minimum information:
• the words "Representative Example"
• total amount of credit
• an APR, worded thus: “Representative X% APR” (the APR available on 51%+ of deals arising from the advert)
• cash price
• amount of any advanced payments and any other fees (if relevant)
• duration of the agreement
• total amount payable
• amount of each repayment of credit (if relevant)
Please note that…
The phrase/tag/qualification “Representative X% APR” can be used on its own where the ad:
• is for “bad” credit risks (e.g. “can’t get credit?”)
• contains a ‘comparative indication’ (e.g.“low cost loans”, “our lowest rates”, “save money”, “low monthly payments”)
• includes an ‘incentive’ to take out credit (e.g. “nothing to pay for a year”, “get cash fast”, “2% off our usual rates”, “low deposit”)
Please don't curse the RACC for this. These aren't their rules. They are simply here to ensure the new law is adhered to in radio advertising.
The small print in financial advertising is at the best of times, pretty confusing. But this new rule in my opinion will not benefit the listener in any shape or form. Come on Law Makers, are you really in the belief the audience understands what 'Representative APR' actually means ? And if they do, do they actually care ?
I think cramming T's & C's in a radio ad doesn't do anyone any favours. It's a well-known fact the human brain can't absorb large amounts of information in one go. Therefore a radio advert with a monotonic voiceover rattling off technical prattle that only has meaning to those in the financial sector doesn't really give the consumer any protection at all.
I am completely up for protecting the consumer. So how about just saying 'conditions apply' ? It tells the listener they won't be getting something for nothing and that there is more to the offer than meets the eye.
Job done in a clear, understandable and consise manner. But let's face it. Many of those who enforce the laws don't actually think like us mere mortals. So the chances of things changing for the better are unlikely !
For advice on how Airforce can make the small print in your radio advert legal, yet as unobtrusive as possible, get in touch here.
John Calvert
Thursday, 27 January 2011
Friday, 21 January 2011
It's all about 'Desire' and not about 'Price'
It's something we've been harking on about for years.
Price is not the be-all and end-all.
If you'd like to know more about what makes people buy, read this article.
In radio advertising, there is too much emphasis on telling folks something is cheaper. Sure price is important, but no one will buy anything unless they want or need it.
Remember the old Monty Python 'Piston' sketch ? The excerpt below perfectly sums it up....
Mrs Non-Smoker: Oohh hello, Mrs Smoker.
Mrs Smoker: Hello Mrs Non-Smoker.
Mrs Non-Smoker: What, you been shopping then?
Mrs Smoker: Nope ... I've been shopping!
Mrs Non-Smoker: What d'you buy?
Mrs Smoker: A piston engine!
Mrs Non-Smoker: What d'you buy that for?
Mrs Smoker: It was a bargain!
Mrs Non-Smoker: How much d'you want for it?
Mrs Smoker: Three quid!
Mrs Non-Smoker: Done. (she hands over the money)
Mrs Smoker: Right. Thank you.
Mrs Non-Smoker: How d'you cook it?
Mrs Smoker: You don't cook it.
Mrs Non-Smoker: You can't eat that raw!
Mrs Smoker: Ooooh ... never thought of that.
Radio commercials, radio adverts and advertising jingles must do more than sell a price reduction. If you want to advertise on the radio, we can show you how. Contact Airforce here.
John Calvert
Price is not the be-all and end-all.
If you'd like to know more about what makes people buy, read this article.
In radio advertising, there is too much emphasis on telling folks something is cheaper. Sure price is important, but no one will buy anything unless they want or need it.
Remember the old Monty Python 'Piston' sketch ? The excerpt below perfectly sums it up....
Mrs Non-Smoker: Oohh hello, Mrs Smoker.
Mrs Smoker: Hello Mrs Non-Smoker.
Mrs Non-Smoker: What, you been shopping then?
Mrs Smoker: Nope ... I've been shopping!
Mrs Non-Smoker: What d'you buy?
Mrs Smoker: A piston engine!
Mrs Non-Smoker: What d'you buy that for?
Mrs Smoker: It was a bargain!
Mrs Non-Smoker: How much d'you want for it?
Mrs Smoker: Three quid!
Mrs Non-Smoker: Done. (she hands over the money)
Mrs Smoker: Right. Thank you.
Mrs Non-Smoker: How d'you cook it?
Mrs Smoker: You don't cook it.
Mrs Non-Smoker: You can't eat that raw!
Mrs Smoker: Ooooh ... never thought of that.
Radio commercials, radio adverts and advertising jingles must do more than sell a price reduction. If you want to advertise on the radio, we can show you how. Contact Airforce here.
John Calvert
Thursday, 13 January 2011
Want to become a Voiceover Artist ?
Every year, we get countless requests from people asking us to help them to become a Voiceover Artist. It takes an age explaining the pro's and cons, so I am extremely grateful to the good people from voiceovers.co.uk for publishing a book that explains everything you need to know. You can buy it here.
Airforce uses some of the finest voiceover artists in the business. But if you're considering using your own voice in your radio advert, here's a one-word suggestion.
DON'T !
With the greatest of respect, just because you own the company does not mean your voice should be the ambassador for it. Some of the most embarrassing radio commercials ever recorded are the ones that are voiced by the company's owners and/or staff. The result will usually be a production that conveys a company as amateurish and at worst: An absolute joke.
It's not just radio commercials either. I find it amazing how many companies still use their staff members to voice their telephone 'on hold' systems. The voice often sounds nervous, winey and hesitant. Worse still, the voice is recorded in an echoey room. It all comes together to create something that massively lets the brand down. A customer's first approach is often on the telephone. Ensure you sound as good as your product or service !
To hear a great example of how it should be done, give American Express a call on this number: 0870 600 10 30.
To hear how it shouldn't be done, listen to this recorded message on 0904 2562193. Not only does the voice sound hellishly depressing, but you're being charged £1.50 for the experience of it !
We all judge people on their appearance and radio is no exception. Remember, you're not saving money by using your voice or the voice of a staff member, you're actually spending more.
For a free voice casting service, contact Airforce here.
John Calvert
Airforce uses some of the finest voiceover artists in the business. But if you're considering using your own voice in your radio advert, here's a one-word suggestion.
DON'T !
With the greatest of respect, just because you own the company does not mean your voice should be the ambassador for it. Some of the most embarrassing radio commercials ever recorded are the ones that are voiced by the company's owners and/or staff. The result will usually be a production that conveys a company as amateurish and at worst: An absolute joke.
It's not just radio commercials either. I find it amazing how many companies still use their staff members to voice their telephone 'on hold' systems. The voice often sounds nervous, winey and hesitant. Worse still, the voice is recorded in an echoey room. It all comes together to create something that massively lets the brand down. A customer's first approach is often on the telephone. Ensure you sound as good as your product or service !
To hear a great example of how it should be done, give American Express a call on this number: 0870 600 10 30.
To hear how it shouldn't be done, listen to this recorded message on 0904 2562193. Not only does the voice sound hellishly depressing, but you're being charged £1.50 for the experience of it !
We all judge people on their appearance and radio is no exception. Remember, you're not saving money by using your voice or the voice of a staff member, you're actually spending more.
For a free voice casting service, contact Airforce here.
John Calvert
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