A Clear Channel está a estudá-los (conhecidos como blinks):
«The Blinks could be used in a number of ways. Clear Channel's Creative Services Group crafted a demonstration spot using the McDonald's jingle, minus the "I'm lovin' it" language, and placed it between one hip-hop song and another. The group also created a Blink for BMW's Mini Cooper with a horn honking and man's voice saying "Mini," and placed it before miniaturized news reports. (Neither marketer has a deal with Clear Channel for Blinks.) Other audio mnemonics that could use Blinks are the Intel chime and the NBC bells»
Mas a reacção do mercado não é animadora e já foi testada:
«Omnicom Group's BBDO Oslo earlier this year produced a less-than-one-second radio spot for the Norwegian edition of "Guinness World Records 2006." The spot, recorded in Norwegian, says "Guinness rekordbok," according to one of the spot's creators, Alexander Gjersoe, and clocks in at 0.954 seconds. (In English, the spot runs a tad longer, 1.1 seconds, thanks to the whopping mouthful "Guinness Book of Records.")
The ad ran in March for two weeks on channel 24, a popular radio station in Norway, said "Guinness" spokesman Sam Knights. Then on May 17, "Guinness" awarded the world record for the shortest radio advertisement»
fonte: Advertising Age
http://www.adage.com/mediaworks/article.php?article_id=109939 e http://www.adage.com/mediaworks/article.php?article_id=109796
MAis: «By now most people are familiar with Clear Channel Radio's "Less Is More" initiative when it comes to commercials, but is a one-second spot taking the idea too far? Clear Channel is reportedly discussing the idea of one-second spots, dubbed "blinks," with marketers and media buyers. (...) "It really is to find new uses of radio for advertisers who are continually asking us to demonstrate that our medium can successfully extend brands, can successfully reach the consumer with touchpoints that are new and surprising," Jim Cook, SVP/Creative for Clear Channel Radio, told AdAge»
fonte: «Clear Channel Advertising "Blinks"» FMQB, 12/6/06
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