Advertisers need to measure how well their campaign worked - to see if the activity was worth the investment... ya know, ROI etc.
Some advertisers don't know the right way/s to measure, and, as a result, use the wrong method.
Here are a couple of cliches (with a focus on radio).
"Mention this ad and get 10% off"
The offer is to encourage listeners to mention the ad in-store.
The idea is that as soon as a customer says they heard the ad on radio, a staff member will duck into the back office and jot down which station the ad was heard on.
1. This line makes the commercial sound terrible, especially if the ad is creative. It acts as a handbrake.
2. A lot of listeners don't know which station they listen to - especially if they flick around.
If a company is running ads on different stations at the same time, a customer could say they heard the spot on a station they weren't actually listening to, therefore skewing the data.
Instead, your message should be something like: "ask how you can get 10% off..."
Once a customer tells staff that they heard an ad, the staff member should then follow up with "which station did you hear it on?"
"Tell them I sent you..."
Unless the person saying that line has some sort of agreement in place, I would avoid using that. Regardless, it sounds dodgy.
It draws on what I said above in "Mention this ad".
Don't say it at all. Spend more time selling the product or business.
"Use the promo code..."
This is obviously to see if a radio ad pushing online sales actually worked...
People probably won't remember the promo code PRTYLYF0817
If you NEED to do it this way, make the code as simple as possible, like "PARTY"
"You can lead a horse to water..."
An advertising campaign can help increase foot traffic, but if staff can't convert a customer's interest into a sale, it proves two things: The campaign worked, and that the staff can't close a deal.
I don't recommend using messaging in a commercial to find out if radio (or any other media) works. Instead of incorporating any of the above in a commercial, I would run the ads and look for an increase in traffic (foot or web etc).
If there's more traffic and not an increase in sales, a business might need to look at its staff, product or service.
I have worked on a lot of campaigns over the years. Some of my work is here. Please contact me with any freelance opportunities - I'd love to help your business succeed!