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RelativeResourceManager.p - Writing for Broadcast...

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Class Notes, 14 February Writing for Broadcast Organizing the Commercial
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Class Notes, 14 February Organizing the Commercial AIDA Formula A ttention I nterest D esire A ction
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Class Notes, 14 February AIDA Formula Attention Gain attention quickly (3-4 seconds). Attention-getter should be as unique as possible. Say something startling, humorous, important so people are compelled to listen. Three elements in radio: words, SFX, music. You are trying to hook the audience.
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Class Notes, 14 February AIDA Formula Interest Crossover from Attention to Interest is subtle. Aim for the interest of the target audience not everyone will stick with you. Ways to Hold Interest: 1. Expand the attention-getting lead. Stick to the main idea and relate it to the target audience. 2. Talk about the benefits of the product/service. How will using the product make life better?
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Class Notes, 14 February AIDA Formula Interest Ways to Hold Interest (cont’d): 3. Explain/describe the selling points that will provide the benefits you’ve named.
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