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PDF-Radio Messaging - Structure, Template, Plus OVS Generic Script_songEverlast

PDF-Radio Messaging - Structure, Template, Plus OVS Generic Script_songEverlast

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Published by OccupyVisalia
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Published by: OccupyVisalia on Dec 04, 2011
Copyright:Attribution Non-commercial

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07/07/2014

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MESSAGING STRUCTURE
 –
BROADCAST (TV/RADIO/PODCAST)
The FIRST and LAST lines are important because the PRIMACY and RECENCY effects are strong in time-based media.
1.
IDENTIFICATION
: create identification with your target audience-
(tool kit: word choice, music, vocal tone/volume/pitch/rate)
2.
MESSAGE
: provide a selling point or message proposition.
(informative, concise, facts only)
3.
REASONS
: provide reasons for your target audience to accept the message
(tool kit: cognitive, affective, aesthetic)
4.
CALL TO ACTION
: tie to message proposition.
(useful verbs: attend, call, click, contact, email, join, march, sign up, volunteer, etc.)
5.
COMPLETION:
what the listener can do to complete the action
(tool kit: website, phone number, email, etc)
6.
TAGLINE: “
seal the deal” by tying back to the script point #1.
 
(tool kit: summary, repeat CALL TO ACTION, “surprise and delight”)
 
MESSAGE TEMPLATE: BROADCAST (TV/Radio/Podcast)
 1.
IDENTIFICATION
:
(tool kit: word choice, music, vocal tone/volume/pitch/rate)
 ____________________________________________________________________________________________________ __________________________________________________________________________________________________2.
MESSAGE
:
(informative, concise, facts only)
 ____________________________________________________________________________________________________ ____________________________________________________________________________________________________3.
REASONS
:
(tool kit: cognitive, affective, aesthetic)
 ____________________________________________________________________________________________________ ____________________________________________________________________________________________________4.
CALL TO ACTION
:
(useful verbs: attend, call, click, contact, email, join, march, sign up, volunteer, etc.)
 ____________________________________________________________________________________________________ ____________________________________________________________________________________________________5.
COMPLETION:
 
(tool kit: website, phone number, email, etc)
 ____________________________________________________________________________________________________ ____________________________________________________________________________________________________6.
TAGLINE:
tool kit: summary, repeat CALL TO ACTION, “surprise and delight”)
 ____________________________________________________________________________________________________ ____________________________________________________________________________________________________

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