15
Making commercials
The purpose of an advertisement is to sell things. It is not there simply to amuse people or to impress the chairman's wife; it is designed to move goods off shelves, cars out of showrooms, and customers eagerly towards services. The radio advertiser must use a good deal of skill in motivating a target audience to a specific action. The effective advertisement will:
interest
inform
involve
motivate
direct.
Most ...
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