The Ballet and Ballyhoo of Radio Showmanship Young & Rubicam’s Soft Sell

While the hard sell strategies of the Hummerts dominated daytime soap operas, with their slow, repetitive, didactic, hyperbolic narratives, other agencies tacked toward the soft sell. These agencies tried to build “showmanship” in radio to attract and entertain audiences in both advertising and prog...

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Bibliographic Details
Published inA Word from Our Sponsor p. 130
Main Author Meyers, Cynthia B
Format Book Chapter
LanguageEnglish
Published United Kingdom Fordham University Press 2013
Subjects
Advertising
Advertising campaigns
Advertising industry
Audiences
Behavioral sciences
Branding
Brands
Broadcast media
Business
Business administration
Commercials
Communications
Communications industries
Consumers
Corporate communications
Entertainment
External corporate communications
Human populations
Industrial sectors
Industry
Knowledge industries
Leisure studies
Local politics
Marketing
Mass communication
Mass media
Media studies
Persons
Political science
Politics
Popular culture
Population studies
Radio
Radio commercials
Radio programs
Recreation
Social & cultural history
Social sciences
Trade names
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Summary:While the hard sell strategies of the Hummerts dominated daytime soap operas, with their slow, repetitive, didactic, hyperbolic narratives, other agencies tacked toward the soft sell. These agencies tried to build “showmanship” in radio to attract and entertain audiences in both advertising and programming. In contrast to their hard sell counterparts, they sought to avoid exaggeration and repetition, often experienced as hectoring, so as to attract audiences and avoid giving offense. They embraced the entertainment value of radio and through their discussion of “showmanship” focused on what they saw as a natural overlap between good advertising and good programming, both
ISBN:0823253708
9780823253708