My main “beef” with Radio and or TV stations doing your Ad is that……
(1). They, (the stations) have little time if any to devote to creative. “They” are in the business of selling time, and time only, NOT production.
(2). Usually you get the same voice that is used on literately hundreds of other commercials, some of which could be your competitors. Not Good!!
(3). The copy (the creative writing) is usually filled (to fill time) with over used advertising cliches. i.e. best prices, convenient location, friendly courteous staff, zzzzzzzzzzz.
(4). The copywriter in many cases is not a real creative writer…often the sales rep, a part timer, or even interns, have been known to write/creative advertising copy. This is a talent that is not acquired overnight, and is a major part of a successful Ad.
Just like telling a joke…Anyone and everyone can tell a joke..(we’ve all met them) but only a few have mastered the craft of “getting the laugh”..i.e. The result.
All the above help to create the sad statistic of “upwards of 89% of commercials going totally UN-noticed”.
We live in a world of professionals…Hire one!!!