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Chapter 12

Chapter 12. Promotion. Two goals: Tell the audience about upcoming programs. Keep audience interested in regularly scheduled programs. Types of promos Specific Promos – for a particular program, schedule of programs, or personality. Asks audience for a specific action (watch this program).

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Chapter 12

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  1. Chapter 12 Promotion

  2. Two goals: Tell the audience about upcoming programs. Keep audience interested in regularly scheduled programs.

  3. Types of promos Specific Promos – for a particular program, schedule of programs, or personality. Asks audience for a specific action (watch this program). Generic Promos – builds and maintains an image. (Channel 8, “The Spirit of Texas.” Does not ask for a specific action. Channel 8 image promos Channel 5 news promo

  4. More Promo Basics The “sponsor” is the station. Otherwise, the promo is similar to a commercial. TV stations generally are best known by their channel number, and so call letters are usually downplayed. Radio stations may also emphasize their frequency (Lite FM, 107). BBC 2 promo BBC Radio 1

  5. Chapter 13 Public Service Announcements

  6. Public Service Announcements (PSAs) are messages aired free of cost for nonprofit organizations. Broadcast stations and cable systems air PSAs to meet community needs and build their prestige, image.

  7. Two types of PSA: Informational – primary goal to convey information about an event or general information about an organization. Idea- or goal-oriented – promoting a particular idea or goal.

  8. Planning the PSA A PSA is no different from a commercial. Still delivering a sales message, except not for a product. The copy platform is again useful. May be more challenging because you’re not selling a product people may consciously desire. NAB radio PSAs

  9. Audience Sensibilities PSAs sometimes touch the fears and dislikes of the audience. You may present unpleasant realities, but try to convey a feeling of hope. Framing the Appeal Appeal must be to “higher” values than most commercials. Need to give and receive love, self-actualization.

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