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. Radio and television promotion is particularly important in this era of media convergence, in which companies may own mass communication outlets in a variety of media. 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 station or channel. Through crisp writing and effective repetition, a successful promo delivers an unambiguous message, often about program name, time and station. On-air broadcast/cable promotions follow the same script formats used in radio advertising and television advertising. The segments on radio and television advertising also include advice that can apply to successful promos.
