“Which of these ads best conforms to Joyner’s standards of an irresistible offer?”
After watching all of the commercials provided, I am left to believe that the advertisement for the Radio Shack TRS-80 computer conforms best to Joyner’s guidelines of an irresistible offer. I have chosen this commercial because it begins by presenting information instantly, and with no time to waste. Joyner is known to have stated his beliefs pertaining to this as something along the lines of “you have only 3 seconds to capture the mind of a buyer”. With the total length of this commercial spanning a whopping twenty-nine seconds, Radio Shack and Joyner were certainly advertising on the same wavelength.
Another reason that this commercial fits Joyner’s bill of irresistibility is the fact that it follows his (disorderly) checklist of selling. First, the irresistible offer is presented; “Let the Radio Shack TRS-80 bring the world of color computing into your home”. Then, it is presented to a “thirsty crowd” (in this case, children, teens and adults/parents); “turn any TV into an exciting game arcade…education aid or home management tool”. Lastly, according to Joyner, you “sell them another glass”. This is when the commercial wraps up all the information nicely with a one-sentence bow, and fades out.
Lastly, I believe the TRS-80 commercial would be most pleasing to Joyner because, even though Radio Shack used up such a short span of the listener’s time, they managed to include an “offer intensifier”. Amidst all of the enticing uses for a color computer/television, they managed to slip in an “and there’s more!” moment for the listeners. Joyner has stated his support for (what he calls) added values and their effectiveness in advertisement before, and I certainly believe that he would find this as a well structured advertisement.
There were quite a few strong points in the other commercials that Joyner would have been in favor of as well. In the M&M’s commercial, the slogan “melts in your mouth not in your hand” was the strongest point; the company was well aware of this, which is why they chose to say it more than once. In the quirky yet effective Commodore commercial, the character playing the consumer repeatedly asked “what is the deal?!”. This tactic was used to bring both information and ease to the listener. They also included a “buy now, and get this free” offer, both to motivate listeners to “act now” and to enforce an added value. Last (and maybe least), the American Express advertisement which contained no information whatsoever. The commercial was silent, and somewhat confusing. The first words were also the last: “American Express. It’s the only credit card you’ll really need for travel and entertainment worldwide”. I must admit, the entire ad was bland and the finale was no different. Should a company decide to use only one line in their commercial, it ought to be much more interesting and convincing than this.
You can watch the commercials here. Let me know what you think Joyner would have liked the best and why: