March 2021: Don Wessel Honda is the #1 Certified Honda Dealer in the Region.
Voice Over: Right now Don Wessel Honda has two of its most popular Certified Pre-Owned Hondas at 0.99% APR. 0.99 financing on Accord and CR-V, the most popular sport utility on the market. They both come with a 7-year, 100-thousand mile powertrain warranty and pass a 182-point inspection. Don Wessel Honda, the #1 Certified Honda Dealer in the region – and the home of legendary service.
Author – Gary Elllison, President Gary Ellison Productions, Inc. Advertising Agency
Don Wessel Honda. The Home of Legendary Service
Don Wessel arrived in Springfield in 1966 to take over an Oldsmobile store. He acquired the Honda franchise in 1973. Over the following decades, he built a well-known reputation for fair and ethical treatment of both his customers and employees. Today, 50 years later, Don Wessel Honda continues that tradition of Legendary Service.
Our President, Jon Wessel, is a second-generation dealer and has worked in the store since age 14. Jon is a true “car guy” and has a passion for anything car-related. He started washing cars in the summer and rose through the ranks, becoming General Manager at age 31. Jon had the opportunity to work side-by-side with his father for many years, and is deeply committed to honoring his legacy.
Many of our employees have over 20 years of service, some over 30 years. They are very loyal to both Don Wessel Honda and to our customers and work hard every day to earn your trust. We are very proud to have such a dedicated team.
Everyone here knows the reputation and legacy that has been built over decades, and we’re anxious to show you how easy buying or servicing a car can be!
Don Wessel Honda | 3520 S Campbell Ave. Springfield, MO 65807
Sales: (417) 882-3900
Service: (417) 882-7378
Parts: (417) 881-7278
Mon – Fri 8:00am – 7:00pm
Saturday 9:00am – 6:00pm
Andy Taylor’s Television Narration for Local and National Ad Campaigns
In short, traditional marketing is “pre-internet” advertising that evolved alongside the emergence of radio and television. Prior to radio’s rise, for over a century the most popular marketing was print advertising. Because over-the-air broadcasting did not exist, the best way to reach potential consumers was through newspapers, periodicals, billboards and signage. For example, companies like Sears actually mailed customers wildly popular seasonal catalogs to advertise its products.
Then, along came radio – and with it, an entirely new way to reach buyers. In radio’s early days, broadcasters built paid-for advertising (sponsorship) into each radio broadcast. For instance, the program’s narrator would read scripts designed to promote products and services. While in other cases, writers wrote paid-for product promotion into a radio program’s story-line.
Soon, television followed, mirroring radio’s technique of revenue generation through sponsorship. Over time, the number of radio and television stations grew tremendously, as did the number of broadcast receivers. Both mediums desperately needed a way to generate more revenue to offset the costs of payroll, hiring new talent, and continuously updating technology. Quickly, a new way of advertising emerged. One that still exists today.
Rise of the 30 and 60 Second Commercial
The need for more advertising income forced broadcasters to turn to the print model. Newspapers sold ads based on size and word count. Plus, periodicals featured all of the advertisements in a specific insert, like a Classified section, for example.
So, rather than contract a single sponsor for say, an hour of programming, a new broadcast model emerged: The commercial stop set. That is to say, broadcast companies began selling blocks of time, allowing buyers to record their own messages.
30 and 60 second blocks became the popular “sizes” for these audio and video advertisements. Additionally, broadcasters earned extra revenue by charging a premium to air ads more frequently, or during popular programming.
Moreover, to accommodate the increased volume of advertisers, broadcast stations played all of the purchased advertisements (commercials) at specific times. And so, three to four times each hour, radio and television stations created advertising blocks known as commercial stop-sets.
The approach was so lucrative, the idea became an industry standard and is still the norm today.
An 18-year Broadcast Veteran, Andy Taylor is skilled at Commercial Voice Over
A top-rated morning show host for 10-years at KTTS, Andy Taylor is a graduate of the traditional marketing spectrum. Over the years, he has voiced thousands of radio and television commercials for local, national and international broadcast products.
When hiring voice talent for television commercials, remember that the voice must match the target demographic of the ad’s audience. But just as importantly, due to the design of commercial stop-sets, the advertising purchase must focus on frequency for the ad to have impact.
Put another way, television commercials are effective top-of-mind awareness tools. However, to be effective, the advertising schedule…
- Must ensure the spot airs often throughout the day.
- Should only air the commercial on television programs that appeal to ad’s target demographic.
Think of it like this: If a cosmetic company wants to advertise its brand…
- Making sure the ad is viewed often is imperative, to reach as many viewers as possible.
- But airing the commercial during a baseball game is ill-advised, because most women the ad targets would not choose to watch a ball game.
In conclusion, when producing a television commercial, professionalism and experience are important. Solid writing, video production and voice over are key, as well. Discuss your project with Andy Taylor, and receive the experienced support of a broadcast professional who will help navigate your television commercial production.