ABSTRACT
The most effective and efficient means for radio and television outlets to promote programming and establish brand image is on-air promotional announcements using their own stations or channels. These announcements—commonly referred to as promos—are often tied to advertising, public relations and promotional efforts in other media, especially social media. Promos are designed to build and maintain a desired audience. Strategic writers can design these announcements either to attract an audience to a particular program or to nurture the relationship between the audience and the media outlet. Through crisp writing and effective repetition, a successful promo delivers an unambiguous message, often about program name, time and station. It closes with a clear call to action. On-air broadcast/cable promotions follow the same script formats used in audio advertising and video advertising. Besides basic image promos, there are two kinds of on-air broadcast/cable promos: topical promo and generic promo.
