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Using Radio

  1. Radio is still one of the most important channels, especially in emergency situations.

  1. A company can make its own recording or pass the responsibility onto the radio broadcast organization. Each has its advantages and its drawbacks.

  1. CHECKLIST

• Broadcast Script

• Is the format suitable for the client's campaign material? Use humor, if appropriate, and it helps make the point. Use instructive dialog if it gets points across efficiently. Use monolog for serious subject and with celebrity spokespersons. Announcer copy may be most cost-effective and persuasive.

• Is the timing correct for the designated 30-second or 60-second spot? Provide several variations in different time formats.

• Does the opening get the listener's attention? Interesting sound effects, setting, or music. Situation that intrigues the listener. Relevance to the interests or problems of the listener.

• If the script uses an announcer, is the "tag" at the end effective? Summarizes the point of the script. Repeats important information. Tells listener where to get more information. Identifies the sponsoring organization.