Testing is nothing new in the world of direct marketing, but Radio Direct Response is putting a unique spin on experimentation by creating G- and PG- rated versions of a radio infomercial.
The Broomall, PA-based agency is producing two versions of a half-hour radio show for Dr. John Grey’s “Men Are From Mars, Women Are From Venus” series of audio- and videotapes. Radio Direct Response president Mark Lipsky says the main difference between the two versions is that one addresses for about two minutes the issue of sex and its place in a couple’s relationship.
The PG-version would be considered tame by many standards – “it doesn’t have Howard Stern-type wordplay, explains Lipsky – but most religious stations won’t consider airing a spot that even mentions sex.
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