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Commercial Examples

Examples of Engaging vs. Non-engaging Commercials

Cancer Centers:

Abramson Cancer Center (Non-Engaging)

NOTES: Commercial is self-serving and reads like a print brochure, highlighting too many takeaways.

00:00 / 01:01

Rosenfield Cancer Center (Emotionally Engaging)

NOTES: Commercial tells a story, creates a mental picture in the mind of the listener, and sells hope.

00:00 / 00:31

Goddard School:

Goddard School (Non-Engaging)

NOTES: Commercial is one large, single-announcer "bald spot" that lacks emotion and fails to paint a mental picture.

00:00 / 01:01

Goddard School (Emotionally Engaging)

NOTES: Commercial tells a story, creates a mental picture in the mind of the listener, and positions Goddard School as the ultimate hero.

00:00 / 01:02

Maggio Cheese (Contest):

Maggio Cheese (Non-Engaging, 815 entries)

NOTES: Commercial lacks emotion, reads like a laundry list, and fails to paint a mental picture.

00:00 / 01:01

Maggio Cheese (Emotionally Engaging, 16,300 entries)

NOTES: Commercial has personality, is memorable, and focuses on one key takeaway. The result was 20 times the amount of contest entries vs. the non-engaging spot.

00:00 / 01:00

Contact Us

This Webinar has been produced by SpotQ based on content and research provided by Dan Hill, Sensory Logic, Inc. For more information on how to create emotionally engaging radio commercials, contact Jerry Lee at:

Email: jerryl@spotq.com

Phone: (610) 246-1359 
 

830 Montgomery Avenue, Suite 417

Bryn Mawr, PA 19010

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