From Branding Blog:
Stupid Radio Ads
I’ve been on the road a lot lately. Not flying. Driving. This means a lot of radio. I don’t have XM (yet) so I’m still listening to terrestrial AM radio for talk programs.
I am sick of lame radio ads that try to get me to remember a phone number by simply repeating it over and over again. I remember the name of the sponsor ONLY when the number starts playing.
If you’re going to do it right (you do want to do it right, don’t you?) you should try to get me to remember the number when I think of the sponsor’s name. I know, it’s a subtle difference and it’s much harder to do.
All you have to do is remember Ivan Pavlov’s dogs. The taste of meat didn’t cause them to ring a bell. The sound of the bell caused them to remember the taste of meat.
I don’t want to remember your stupid phone number. I have too many numbers to remember as it is. Give me a reason to remember you and when I need your number, trust me I’ll find it.