On The Spot -- How to Produce Genius Creative

Ineffective creative is one of the biggest reasons for clients saying they tried broadcast and "it didn't work." Clients perceive that their account executive doesn't know any more than he knows about the difference between good and bad advertising. So the client, unqualified to write effective advertising copy, tells us what needs to go into the script. And when it doesn't work, he doesn't blame the bad bait he's fishing with, instead he blames the lake he's fishing on, which happens to be your station. This audio compact disc is designed to help you become a creative "doctor" for your client. Once the client realizes that your "prescription" for his success is better than his own, he'll hold your hand and let you lead the way. On this disc, Paul Weyland and creative services director Jim Kipping guide you through several creative scenarios. Their conversations and the recorded spots leave you thinking about how you might approach clients in a different, more productive way. Listen in your car and then put the disc in your computer and download scripts for the spots you heard.

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