ADS: Trust between an AE and an advertiser matters
Here's an example of trust breaking down at an important moment, during the production of a radio commercial. I've been hearing a spot for a service company on the radio recently that I find alarming from an imaging standpoint. The problem is that the client isn't enunciating well throughout the spot, particularly in stating the name of one of his primary products. I don't mean a slight enunciation error, but a whopper! In fact, "airgsher" is how it comes out. If you heard the spot, you'd probably know what he meant by its context, so you might think I'm nit-picking a bit, but the problem is that the spot makes the business owner seem like a dolt. I don't want to beat up on the concept of business owners voicing or appearing in their own commercials because history proves they can gain fame and fortune doing their own. Wendy's founder Dave Thomas, popcorn magnate Orville Redenbacher and KFC's Colonel Harland Sanders come to mind immedia