Radio is one of the greatest forms of advertisement. Typically fifteen to thirty seconds short, but filled with information highlighting a product or service. I have posted my analysis below for five different ads that I reviewed. I will be reviewing other common forms of media advertisement in the upcoming weeks as well!
Radio Ad #1- Little Caesars Pizza: https://youtu.be/Dy-Zs1idZtc
- Ad Description:
“Pizza!Pizza!” and “Hot and Ready” are phrases all pizza lovers have come to recognize. Having a friendly and personable voice on the ads that connect to customers, who are already loyal, play into this recognition. The animated character with the orange toga, instantly comes to mind when hearing the ads. The setting of some of the ads, which include quick in and out customers service paints picture to listeners as well. Some adds even include the bell chime of a door opening to further drive the quick service point home.
- Objectives of the ad campaign:
Little Caesars has done a great job branding their quick services and affordable pizzas. This particular ad discusses the return of an already well-known new pretzel crust pizza. Most audience listeners are already familiar with the brand and their service. Furthermore, with this being a return of this particular flavor the objective is to get new customers interested in the pizza and to solidify returning fans of the pizza. This in turn makes the objective fairly attainable.
- Target market of the ad.
The ad opens with fans chanting “we want pretzel crust!” and addresses fans of the pretzel crust pizza. The main target of the ad is towards already existing fans of the pizza, with hopes to attract new customers.
- What action does the ad want the viewer to take?
The ad is trying to get fans of the pretzel pizza to purchase the pizza. The ending of the ad reminds customers that “hot and ready pizzas are available every day between four and eight. This entices customers to come in and purchase a pizza, even if it isn’t the pretzel crust pizza specifically focused on in the ad.
- “Value proposition” of the product:
The low prices and promise to deliver on the product of hot and readily available pizza is what keeps customers coming back. The unique offering of pizzas such as the pizza crust pizza, or crazy bread (which is only offered at Little Caesars) differentiates them from other pizza companies as well.
Radio Ad #2- O’ Reily Auto Parts : https://www.youtube.com/watch?v=q3dUsAcKrUw
- Ad Description:
O’Reily offers a variety of auto products and services. Their advertisements tend to focus on the special running at the time. This particular advertisement was centered around customer appreciation month. The familiar voice and catchy jingle were used as it is all other times for the advertisement. The company’s advertisements do not typically involve humor or tactics of the sorts. However, most customers or listeners are familiar with brand when hearing an ad.
- Objectives of the ad campaign:
This campaign mentions storewide savings and encourages customers to sign up and become members. The advertisement also encourages current members to visit the store and enjoy the discounts associated with member appreciation month.
- Target market of the ad.
Like most advertisements, this ad is targeting their current members. It also seeks to gain the attention of potential new members. The advertisement shows loyalty to current customers, by mention the perks of being a customer.
- What action does the ad want the viewer to take?
The ad also reinforces that O’ Reily auto parts has “better parts, and prices everyday” to try and sway listeners. The goal of the ad is to get current member to shop at the stores where they can take advantage of the membership perks. The ad also wants listeners that are not currently employees to become one.
- “Value proposition” of the product:
The low prices and perks of membership are what keeps customers coming back. The advertisement also demonstrates a way that the company shows gratitude to their customers (customer appreciation month) in an attempt to get new customers.
Radio Ad #3- Charmin: https://www.youtube.com/watch?v=1du-Gl4UmqU
- Ad Description:
This particular Charmin ad, like most others, focuses on how well their product cleans and satisfies customers. The advertisement uses humor in both the dialogue as well as the animated bears to capture the attention of the audience. The upbeat tempo and catchy lyric of the jingle are sure to stick with listeners even after the ad has ended. This rings true with my four-year-old niece. She often sings variations of the Charmin “Shiny Hiney” jingle after hearing the commercial, or if something triggers her memory of the song.
- Objectives of the ad campaign:
The advertisement discusses how “ultra strong” the Charmin tissue is. The objective is to show how reliable the product is and encourage listeners to use the product. As mentioned in the ad, discussing anything bathroom related can be frowned upon. The ad does a good job of normalizing the gesture of using he restroom, all while highlining their product.
- Target market of the ad.
As stated in the advertisement, “we all go”. The advertisement is targeted at any and all customers that will need toilet paper while they use the restroom.
- What action does the ad want the viewer to take?
Some listeners may already have a toilet paper brand preference. By highlighting the strength of the tissue, and projecting a warming attitude, Charmin is attempting to ensure they are the preferred choice.
- “Value proposition” of the product:
The advertisement depicts that customers enjoy their “cleaner than average hiney” resulting from using the toilet paper. The ultra strong nature of the toilet paper is a value customer enjoy as well.
Radio Ad #4- T-Mobile: https://www.youtube.com/watch?v=vnrOHbFi6oA
- Ad Description:
This particular advertisement highlights T-Mobile’s voice stream service. The advertisement uses a humorous yet relatable storyline to depict this service. T-Mobile is a well-known cell phone service carrier and often highlights how they differentiate from competitors, especially Verizon Wireless.
- Objectives of the ad campaign:
The objective of this advertisement was to highlight how T-Mobile offers great product and services. The focal point in this advertisement was the availability of calling minutes to customers. In their offerings, the advertisement seeks to show how obtainable the service is.
- Target market of the ad.
The service targets, and is applicable to, anyone at any time. The T-Mobile advertisement highlights this with the 3 a.m. phone call between Eric and Pete in the ad.
- What action does the ad want the viewer to take?
The advertisement highlights their calling services in effort to inform customers and ultimately gain their service.
- “Value proposition” of the product:
The advertisement depicts that customers can enjoy the availability of the services offered by T-Mobile. They were sure to highlight that their services were unlike other wireless services allowing for a better customer experience.
Radio Ad #3- Geico: https://www.youtube.com/watch?v=IniZNABAxRY&list=PLLJ14PmFmFWMBTJ8V41dg-LLOs8_QMLmw
- Ad Description:
This particular Geico commercial insert humor y depicting a family trying to save money. Instead of going to a water park the family creates their own in a bathtub. The humor, family centered storyline and brand familiarity are used to relate to listeners and gain their attention.
- Objectives of the ad campaign:
This advertisement highlights that there is an “easier way to save” for customers. It goes on to encourage listeners to inquire about a quote foe the services.
- Target market of the ad.
The advertisement is aimed at listeners that need insurance or thinking about switching insurance. The information that pertains to this is at the ending of the commercial.
- What action does the ad want the viewer to take?
The advertisement wants listeners that are not already customers to become Geico customers. The advertisement reiterates that there are easier ways to save money and switching to them is one.
- “Value proposition” of the product:
Being able to more easily save money is something the customers value. The Geico advertisement displays this notion and their ability to deliver on the service as well.
Art is Life's Paintbrush 
Shay, I enjoyed reading your analysis. I would like to ad that Little Ceasar’s may have been trying to convince the audience that since the already have a large following of their pretzel crust that other’s would also like the pretzel crust.
Member appreciation at O’Reilly’s is something I have never head before. I wonder what that entails. Is like having a Food Lion card? Anyways the commercial might drive customers in to ask those questions.
The Charmin commercial was humorous, although by checking the shelves at WalMart, it seems like the do not have to worry about creating customer demand.
The T-Mobile commercial was funny. It caught my attention, but I suppose it does not apply to most cell phone customers anymore. It seemed to have a younger demographic.
Of course, everyone likes the humor of the Geico commercials. It seemed to relate to how Geico can help your everyday life.
Best regards,
Mike Weimar
LikeLike
Shay,
You did a good job on your analysis and your website has come a long way! I like the ads that you picked. Anyone would remember those O’Reilly commercials. They use the classic jingle that sticks in your head even after you leave the car to keep customers thinking about them the next time they need car parts! The “shiny hiney” song had me rolling on the floor the first time I heard it, definitely a clever way to put a toilet paper brand on people’s radar! Good job analyzing the target audiences and the value propositions throughout the blog!
Jake
LikeLike
Shay,
I am glad to see you in this class! I enjoyed your posts during ENT 601, and have enjoyed this post as well.
I loved the commercials that you decided to review! I was reminded of the power of a good jingle…. before I even listened to the O’Reily’s Autoparts commercial I was already singing the jingle in my head. This is exactly what a good jingle is supposed to make customers do and when a customer actually needs an item, like an autopart, they will automatically think of this jingle.
The same with Charmin, I am right there with your niece of it randomly popping into my head or singing the different variations after listening to the ad. I was already singing “why, because my hiney’s clean, I’m Charmin clean” before I even listened to this ad. I especially got a little chuckle in light of all the chaos around toilet paper right now and if people are panicking because their hiney’s WON’T be Charmin clean! Ha!
Great job Shay,
Caitlin
LikeLike
Hi Shay,
You’ve done a really nice job of breaking down these ads and detailing what made them successful. One interesting thing for me is the power of a simple jingle or unique noise to cement an ad in the head of a consumer. While radio ads are obviously completely dependent on what they can convey aurally, I find the musicality of an ad in any medium extremely powerful. For instance, I can hear the strange voice of the toga-wearing Caesar yelling “Pizza!Pizza!” right now. Or the Charmin song that my kids absolutely love and will even dance to. And I can promise you that O’Reilly’s jingle will remain in my head for the entire night (maybe longer). While visuals can be helpful, these ads have done a masterful job of creating an audio footprint that fits their brand and appeals to potential customers.
Thanks for your work!
-Trip
LikeLike
Shay,
You did a great job reviewing the radio ads. The analysis is comprehensive and provides the reader enough information to understand the ad without listening to it, especially the Little Ceasers and Charmin. Even though I have never tasted Little Ceasers before they do have a catchy ad and slogan. The O’reilly’s ad uses a catchy tune with their name incorporated in it. They provide a lot of useful information in a short time span and an effective call to action. I look forward to seeing more of your work.
-Semir
LikeLike
Shayna,
The radio ad “Little Caesars Pizza” is definitely one of the more well-known pizza places that we are familiar with. Little Caesars does pride themselves on the convenience of having pizzas hot and ready without having to call ahead of time. Advertising the pretzel pizza does seem to focus on the existing consumers who already visit Little Caesars Pizza, as well as entice those who have never been had a pizza from Little Caesars. You provided excellent details for all of the ads which helped to better understand the ads and see a different perspective when listening to those radio ads. Excellent work!
LikeLike
Hi Shay,
Always a pleasure to read your work, and this certainly is no exception. The Charmin jingle has a similar effect on my 2 year old nephew. While he obviously does not understand the context, the simple upbeat nature of the music makes him smile from ear to ear. This makes me think that effective music in advertising inherently connects with people on a subconscious level, subtly fostering certain conversion-friendly emotional states in the audience. I’ve always marveled at how Charmin manages to make toilet paper and its associated function seem somehow adorable.
LikeLike
Hello Shay,
I always find it interesting with ads as to whether they are going to target a new audience, or build off of the proven audience they already have. I think the ads you chose do a great job at doing one or the other. Sometimes, however, you can accomplish both by still sticking with what you know from previous ads but branching off to see if a new audience would be receptive to what you are trying to sell. Your analysis of the ads are descriptive and allow the reader to understand what the ad is going for without even having to listen to the ad.
Thanks for sharing!
-Colin
LikeLike