ࡱ> Root EntryRoot Entry F֕Fk&Data n1TableBWMacros ӕFk`OՕFkA@  !"#$&'()*+,-./123456789:;<=>?vwCDEFGHIJKLMNOPQRSTUVWXYZ[\]^_`abcdefghijklmopqrstuyxz{|}~CompObjjObjectPool֕Fk֕FkWordDocument0)MSDigSig(Author)$%8SummaryInformation( <8DocumentSummaryInformation8VBAӕFk`OՕFkPROJECT   !"#$%&'()*+,-./0123456789:<=>?@ABCDEFGHIJKLMOQRTVWXY[\^_`abcdefghijklmnopqrtuvwxyz{|}~՜.+,D՜.+,X px  //( Radio Copywriting Checklist Title 8@ _PID_HLINKSA`:>msbp://-r:1A50C55A/Oh+'0 8 4@ \ h t Radio Copywriting ChecklistadiMicrosoft Corporationklicr radio_co.dotporMicrosoft Corporationkl9crMicrosoft Word 9.0o@ @5f@_e@.GX6VT$mc  &WordMicrosoft Word   @Times New Roman*wgw# - 2  05/19/98   2 w 5 '@"Tahoma !w*wgw - - !6-   2    - - ' - !6-  42  Radio Copywriting Checklist2       2  a  - - ' - !l-  - !lI - - !-- !-- !-- !_ -- !_ -- !l-- !l_ -@"Tahomar v!w*wgwr v - 2 =  '@"Tahoma> !w*wgw> -- 2 V ?# 2 V (-72 o Do I have a headline message?       2 o  '-2 h Good radio copy does not differ radically from any other sales message. Start strong to create interest.                         2   ' 2   '- 2  ?# 2  (-=2 ! Is my message simple and focused?a        2 N  '-=2 7! Choose one theme and stick with ia        2 7 t. 2 7 . ' 2 i . '- 2  ?.# 2  .(-72  Is my copy short and concise?t       2  . '-2   An average 30    2 } -n 2 f second radio spot contains about 70 words. Remember: It takes longer to say something than to read it.                    2 t n ' 2  n '- 2  ?n# 2  n(-72 1 Is my company name prominent?o      2 1# n '@"TahomaV !w*wgwV --;2 c  The recommendation is to say it        -22 c three times in 30 seconds.       -2 c Really.  2 cq R ' 2  R '- 2  ?R# 2  R(-2  Can th (2 d e customer find me?e    2  a '-2 z Mention your location with some directionality, such as See us on Fifth and Cherry, just two blocks north of MegalaMall.                             2  a ' 2 + a '- 2 D ?a# 2 D a(-22 ] Is there a call to action?       2 ] a '-2 U A limited time offer? A special service only you have? A clear benefit for coming to                      2 b you? 2  o ' 2  o '- 2  ?o# 2  o(-&2  Did you pass the 5      2 + -o2 9 W test?"  2   '-2 % Just like any story or sales message, you need to cover the basics in as lively a way as possible. Be sure you have somehow addressed each of                                  '2 W these:  2 W h '@Symbol *!w*wgw * -- 2   2  <-2  Who?"-#2 V This means you    -2 M and  -V2 2 them (the audience). Are you addressing women? Par           ^2 7 ents? Busy professionals? You need not be as brazen as                '2  saying Attention all parents, but you will want to do something that has the same effect. Then, be sure to get your name in at least three                                     '2  times.  2 Q i '- 2 * i 2 * i<-2  What?."-P2 d. Tell the benefits of your product or service.             2  h '- 2 \ h 2 \ h<- 2 Q Wh"2 Q here?.-,2 Qx How do they find you?      2 Q e '- 2  e 2  e<-2  When?."-C2 k% Is there any kind of limited offer?            2 d h '- 2  h 2  h<-2  Why?"-2 U Why should someone buy your product or service? If you can not clearly address this, do not waste your money buying radio time.                            2  h ' 2  h '- 2  ?h# 2  h(-"2  Is it personal?i    2  h '-@2 K# Radio is perhaps the most intimate          :2 K medium. It is as if you are onea        2 Km -h 2 Ky on 2 K -n ^2 K7 one with your potential customer. Take advantage of it.              2 K n ' 2 } n '- 2  ?n# 2  n(-J2 * Are sound effects important to my message?        2  n '-d2 ; They are cheap and effective. (But please do not use sirens               2  ng2 %= it only distresses the car audience who will turn down the ra             82  dio to see if there really is          'F2 ' a rescue vehicle or police car nearby!)        2  n ' 2 E n '- 2 ^ ?n# 2 ^ n(-72 w Can music enhance my message?r     - 2 w" n '2 M It usually can. A radio producer can help you integrate music into your spot.                   2  n ' 2  n '- 2  ?n# 2  n(-@2 # Any special notes to the announcer?n       2 S n '-G2 ? ( Is there a tone you want to convey? Cert           [2 ? 5 ain points that are the emphasis? Tell the announcer!           2 ?  n ' 2 q  n '- !4-- !4-- !4-- !4-- !4^ -- !f6-- ! -- ! -- ! -- !f6^ -- ! ^ -- ! ^ -- 2  nSystem    -                           03 *H $0 10 *H 0g +7Y0W03 +70%7)O•0 0 *H SV>z?00)ъĽ5ǛSV0  *H 010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.0 970512070000Z 991231070000Z010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.00  *H 0. h|,-.  WSu3* [4 Z%}XsjxqX)X^-bXq"X/6MJ;"V~!lJGj6 -Ӵ90  *H :>{թy=q#+(ߌe,ZbVkbEƢ5"r-| CMlX 5ʉp*}a qfbB="2"d$006C!FXF%`0  *H 010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.0 970512070000Z 991231070000Z01'0%U VeriSign Time Stamping Service10U VeriSign Trust Network1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.10U VeriSign, Inc.10UInternet00  *H 0aGܴ^i b1FI:?xZcEO n06- o' Q`5OTOз,B Ѝ^㖴"IBlӘV.:X"e匫xGBh[-}0  *H m`_i{p+b#D Q#tI'\q5+ൖ苧KsH ڋ %VNGWF8V!&;-%2Λ@GmGv0;~*1+ݰUApF-,~0 0 yfnжneq0  *H 0a10UInternet10U VeriSign, Inc.1301U *VeriSign Commercial Software Publishers CA0 980416000000Z 990416235959Z0]10UInternet10U VeriSign, Inc.1301U *VeriSign Commercial Software Publishers CA1F0DU =www.verisign.com/repository/CPS Incorp. by Ref.,LIAB.LTD(c)961>0<U 5Digital ID Class 3 - Microsoft Software Validation v21 0 UUS10U Washington10URedmond10UMicrosoft Corporation10U Microsoft Corporation0 0  *H  0&dm{AO o*q.S26h5IؖeS zpm̳*02X|k%gw #1]0Y0u0a10UInternet10U VeriSign, Inc.1301U *VeriSign Commercial Software Publishers CAyfnжneq0 *H 0 *H  1  +70 +7 10  +70 *H  13u g~0 +7 1|0z86Radio Copywriting Checklist>ln89KUXuړ|Ҿ" @#f skm;;"9l,} qi4?JWv4z 0:|77wtdC),2&;A*~%lGp,[s}mJo%0 *H  100010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.C!FXF%`0 *H Y0 *H  1  *H 0 *H  1 981125025618Z0 *H  1MBE0ז?0  *H mP2qࡂj6 4g_Ymr}@0Wf8peIljߺFz@Ώ*DqьX q{ I<#~_ pտidFm(hȂUBV/  \bjbj )9 "g< < < < < < < P fff8 ,P SR;WQRRRRRR$T VR< gggR< < Rg4< < 00!P P < < < < gQij,< < q0 uCP f" 02q0\R0S?02WWq0Microsoft Business PlannerGo to Article :  HYPERLINK "msbp://-r:1A50C55A/" Creating Radio Ads Radio Copywriting Checklist Use this form to review the key copywriting points of your radio ad. Adjust this form as necessary to meet the needs of your company. Note: When you save this template as a document, note the document's file name and location. To edit the document next time, you must open it using Word. Every time you open this template from Microsoft Business Planner, a new document is created. Microsoft, 1998.  Radio Copywriting Checklist Do I have a headline message? Good radio copy does not differ radically from any other sales message. Start strong to create interest. Is my message simple and focused? Choose one theme and stick with it. Is my copy short and concise? An average 30-second radio spot contains about 70 words. Remember: It takes longer to say something than to read it. Is my company name prominent? The recommendation is to say it three times in 30 seconds. Really. Can the customer find me? Mention your location with some directionality, such as See us on Fifth and Cherry, just two blocks north of MegalaMall. Is there a call to action? A limited time offer? A special service only you have? A clear benefit for coming to you? Did you pass the 5-W test? Just like any story or sales message, you need to cover the basics in as lively a way as possible. Be sure you have somehow addressed each of these: Who? This means you and them (the audience). Are you addressing women? Parents? Busy professionals? You need not be as brazen as saying Attention all parents, but you will want to do something that has the same effect. Then, be sure to get your name in at least three times. What? Tell the benefits of your product or service. Where? How do they find you? When? Is there any kind of limited offer? Why? Why should someone buy your product or service? If you can not clearly address this, do not waste your money buying radio time. Is it personal? Radio is perhaps the most intimate medium. It is as if you are one-on-one with your potential customer. Take advantage of it. Are sound effects important to my message? They are cheap and effective. (But please do not use sirensit only distresses the car audience who will turn down the radio to see if there really is a rescue vehicle or police car nearby!) Can music enhance my message? It usually can. A radio producer can help you integrate music into your spot. Any special notes to the announcer? Is there a tone you want to convey? Certain points that are the emphasis? Tell the announcer!   DATE \@ "MM/dd/yy" 05/19/98 ,-NOPbcde    ! G K d e 9:NOWX\ mHnHu56OJQJ5h0J5>*B*CJph0J5jU jU5<,,derrrlc $$$Ifa$$$If$$$dIfN%$$dIfN#$If"$If]$$IfTl+0*04 la$If 9[34x0 f$$IfTl+0*   04 la$If]$$IfTl+0*04 la$$If45S"  !  G  & F"$If$If$If [ \ F G e 6789YZZ^Z^$$IfTl4)(*04 la$If$IfZ[\Z^Z' 0&P/R / =!8"8#$%  FMicrosoft Word Document MSWordDocWord.Document.89qThisDocumentThisDocumentAutoNewAutoNewID="{79FD8C9A-8403-11D2-9E40-00C04FB160FE}" Document=ThisDocument/&H00000000 Module=AutoNew Name="TemplateProject" HelpContextID="0" VersionCompatible32="393222000" CMG="2527F04910FA14FA14F816F816" DPB="DAD80F18C519C519C5" GC="8F8D5AD7BA396E3A6E3A9PROJECTwm AdirAutoNew s__SRP_0]D' i0@0 Normal_H mH sH tH dd Heading 1 $ & F1$d8<@& 5;CJKHOJQJhtH uRR Heading 2$ & Fd8<@&5CJOJQJNN Heading 3$ & Fd8<@& CJOJQJNN Heading 4$ & Fd8<@& CJOJQJJJ Heading 5 & Fd8<@& CJOJQJJJ Heading 6 & Fd8<@& CJOJQJJJ Heading 7 & Fd8<@& CJOJQJNN Heading 8 & Fd8<@&6CJOJQJN N Heading 9 & Fd8<@&6CJOJQJ<A@< Default Paragraph Font,@, Header  !rr Temp_Letter body. >LP R&@Vd]VOJQJhtH ubb Temp_Letter_addressd8x P 5CJOJQJhO"h temp Header# LVd8<-D 1$]V5B*CJOJQJhtH u^O2^ Temp Normal 2 >LVd]VCJOJQJhtH u\B\ Temp Header1 LVd]V5CJOJQJhtH u,O1R, TempNormal 1@Ab@ Temp Header 2Zd\]Z;lrl Temp Header3&Vd%d&d 'd-D]V5B*CJOJQJhtH uHAH Temp Header Total$ La$5@O1@ temp Check box  & F5KH(ll Temp_Letter List( & F h>LVd]VOJQJhtH uHV@H FollowedHyperlink5>*B*CJOJQJO Product title4 R&@Zd\$d%d&d'd-D]Z5<B*CJ OJQJhtH uBAB Temp_Fill in_Bold&d(dDD Temp_Fill in_Light ^5@@ Body text-sbl1$CJhtH u8Z8 Plain Text OJQJtH uHH Text!$d`a$B*CJ_H mH sH tH rO"r NonPrint_heading "Vd%d'd-D ]V5<B*CJOJQJhtH ulO2l NonPrint_Hyperlink #Vd%d'd-D ]V5<B*CJOJQJ^OB^ NonPrint_text $Vd%d'd-D ]V<B*CJOJQJ@O!R@ NonPrint_TemTitle%d\CJ(U@a( Hyperlink>*B*\ ,de345S"!G[\F G e 6 7 8 9 Y ] "0#0#0%0$0$0$0$0$0$000000 000 000 000 000 000 000 00" 0" 0" 0" 0" 00 000 000 000 00000@0!!!!!$\4 Z\ [ ,Ob\ X$8@0(  B S  ? OLE_LINK1 _Hlt419172594 _Hlt419173034+] +] 8 9 Z ] 8 ] Jim Kims\\PEREGRINE\BS99WORK\a-kanraj\SMALL BUSINESS BS\SBS_US\SBS Templates\Word Templates\Radio Copywriting Checklist.dotJim Kims\\PEREGRINE\BS99WORK\a-kanraj\SMALL BUSINESS BS\SBS_US\SBS Templates\Word Templates\Radio Copywriting Checklist.dotJim Kims\\PEREGRINE\BS99WORK\a-kanraj\SMALL BUSINESS BS\SBS_US\SBS Templates\Word Templates\Radio Copywriting Checklist.dotJim Kims\\PEREGRINE\BS99WORK\a-kanraj\SMALL BUSINESS BS\SBS_US\SBS Templates\Word Templates\Radio Copywriting Checklist.dot Mike WassongC:\MyDocuments\Vss mega backup\Templates we'll ship with\Word Templates\Radio Copywriting Checklist.dotGordana Josipovic*C:\vsstemp\Radio Copywriting Checklist.dotPrasanna Samarawickrama.C:\VSS_WORKING\Radio Copywriting Checklist.dotA-TCHU2C:\windows\vsswork\Radio Copywriting Checklist.dotMicrosoft Corporation\C:\WINDOWS\DESKTOP\Working on these Templates\Word Templates\Radio Copywriting Checklist.dotMicrosoft Corporation'C:\Office2000\a-noellm8135\radio_co.dot^߰ML HpzI) _Uz"):&e֔;-_' nh31vqD 56&Pe 496vr<6$ll/= b@"K,)JN\G`bPJMDyR V -Wb"D^sYvqsyvq~K{^`.*hh^h`56CJOJQJo(%h^`CJOJQJo(.8^`.^`.p@ ^p`56OJQJo()@  ^@ `()x^`()^`()^`()^`()@hh^h`56>*B*CJOJQJo(. @hh^h`56>*B*CJOJQJo(. h^`CJOJQJo(.8^`.^`.p@ ^p`56OJQJo()@  ^@ `()x^`()H^`()^`()^`()h^`CJOJQJo(.8^`.^`.p@ ^p`56OJQJo()@  ^@ `()x^`()^`()^`()^`()@hh^h`56>*B*CJOJQJo(. h^`CJOJQJo(.8^`.^`.p@ ^p`56OJQJo()@  ^@ `()x^`()H^`()^`()^`()hh^h`56CJOJQJo(%h^`CJOJQJo(.8^`.^`.p@ ^p`56OJQJo()@  ^@ `()x^`()^`()^`()^`()hh^h`o(.hh^h`CJOJQJo(.hh^h`56CJOJQJo(%hh^h`CJOJQJo(. hh^h`OJQJo(@hh^h`56>*B*CJOJQJo(. hh^h`o(.@hh^h`56>*B*CJOJQJo(. @hh^h`56>*B*CJOJQJo(. hh^h`56CJOJQJo(%"b@bPl/=):&zI);-_'vr<D 5 49L )JN -WD 5D 5D 5D 5D 5D 5D 5D 5D 5 -W~K{D 5x D 5x x _Uz"VsyD^sYh31MDyRPJMQ((8HT,x @h h^h`OJQJo(347 8 9 Z ] Sign!, !!0 *H 010 *H 0R +7D0B0 +7FnBgY4$Lـ0 0 *H mKx0500  *H 0a10UInternet10U VeriSign, Inc.1301U *VeriSign Commercial Software Publishers CA0 960409093559Z 991231093558Z0a10UInternet10U VeriSign, Inc.1301U *VeriSign Commercial Software Publishers CA00  *H 0ieRT(bTUDEJ;~Ȁ k)vsb<ulMԘisbN1 }GQod5}gwQ>wCʣA="HH0  *H 10o#&mvh*(K󉰙2[{ls$ D}xKO200$_)ȡXu9`EލW Ɲ6tk|ҥ*j~۩+"00)ъĽ5ǛSV0  *H 010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.0 970512070000Z 991231070000Z010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.00  *H 0. h|,-.  WSu3* [4 Z%}XsjxqX)X^-bXq"X/6MJ;"V~!lJGj6 -Ӵ90  *H :>{թy=q#+(ߌe,ZbVkbEƢ5"r-| CMlX 5ʉp*}a qfbB="2"d$006C!FXF%`0  *H 010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.0 970512070000Z 991231070000Z01'0%U VeriSign Time Stamping Service10U VeriSign Trust Network1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.10U VeriSign, Inc.10UInternet00  *H 0aGܴ^i b1FI:?xZcEO n06- o' Q`5OTOз,B Ѝ^㖴"IBlӘV.:X"e匫xGBh[-}0  *H m`_i{p+b#D Q#tI'\q5+ൖ苧KsH ڋ %VNGWF8V!&;-%2Λ@GmGv0;~*1+ݰUApF-,~0 0 yfnжneq0  *H 0a10UInternet10U VeriSign, Inc.1301U *VeriSign Commercial Software Publishers CA0 980416000000Z 990416235959Z0]10UInternet10U VeriSign, Inc.1301U *VeriSign Commercial Software Publishers CA1F0DU =www.verisign.com/repository/CPS Incorp. by Ref.,LIAB.LTD(c)961>0<U 5Digital ID Class 3 - Microsoft Software Validation v21 0 UUS10U Washington10URedmond10UMicrosoft Corporation10U Microsoft Corporation0 0  *H  0&dm{AO o*q.S26h5IؖeS zpm̳*02X|k%gw #100u0a10UInternet10U VeriSign, Inc.1301U *VeriSign Commercial Software Publishers CAyfnжneq0 *H p0 +7 100 *H  1  +70 +7 10  +70 *H  1`)X%+a0  *H Y+Un@#.6ѯ{`<'M^̗I|05:@Dk'Cl,[$CeګLYB.-;Skv-ŏ?]H07gS~_Zj gYvyOBW IHϺE*鏇_?^[CJ%^iB Šf[C=;B g2 >AoSr*V&^!?KBU"8s%Z%o$0 *H  100010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.C!FXF%`0 *H Y0 *H  1  *H 0 *H  1 981125010932Z0 *H  1`y W#0  *H 2"r׫+N<ԞR?M.Cvkb=%}(ՏbwE0P-I7p+S_lv8,MߙY[.QjA^߲t t+_ |RuSN@CERT ,Microsoft Corporation1#{l2e55d8fc-d4a1-11d1-b3af-00c04fa3493dAtalla Base Cryptographic Provider v1.0}~}+  0 0 yfnжneq0  *H 0a10UInternet10U VeriSign, Inc.1301U *VeriSign Commercial Software Publishers CA0 980416000000Z 990416235959Z0]10UInternet10U VeriSign, Inc.1301U *VeriSign Commercial Software Publishers CA1F0DU =www.verisign.com/repository/CPS Incorp. by Ref.,LIAB.LTD(c)961>0<U 5Digital ID Class 3 - Microsoft Software Validation v21 0 UUS10U Washington10URedmond10UMicrosoft Corporation10U Microsoft Corporation0 0  *H  0&dm{AO o*q.S26h5IؖeS zpm̳*02X|k%gw #V))TemplateProject.AutoNew.MainTEMPLATEPROJECT.AUTONEW.MAIN@ \x\ @@UnknownG:Times New Roman5Symbol3& :Arial5& zTahomaWGeorgiaTimes New Roman7& Verdana?5 zCourier New"q8h!*I+F&%F //$d((C4E2Radio Copywriting ChecklistMicrosoft CorporationMicrosoft CorporationDyK yK (msbp://-r:1A50C55A/1" [Host Extender Info] &H00000001={3832D640-CF90-11CF-8E43-00A0C911005A};VBE;&H00000000 [Workspace] ThisDocument=0, 0, 0, 0, C AutoNew=44, 44, 650, 484, Z ak  *\G{000204EF-0000-0000-C000-000000000046}#4.0#9#C:\PROGRAM FILES\COMMON FILES\MICROSOFT SHARED\VBA\VBA6\VBE6.DLL#Visual Basic For Applications__SRP_1Z__SRP_2U,__SRP_3So__SRP_4P__SRP_5NBThisDocument;_VBA_PROJECT *\G{00020905-0000-0000-C000-000000000046}#9.0#0#C:\Program Files\Microsoft Office 2k\Office\msword9.olb#Microsoft Word 9.0 Object Library*\G{00020430-0000-0000-C000-000000000046}#2.0#0#C:\WINDOWS\SYSTEM\STDOLE2.TLB#OLE Automation *\G{2DF8D04C-5BFA-101B-BDE5-00AA0044DE52}#2.1#0#C:\Program Files\Microsoft Office\Office\mso9.dll#Microsoft Office 9.0 Object Library F7ThisDocument0137862cc2ThisDocumentAutoNew;23747f36bAutoNew[8rd^Otd^OH(' Wordk VBAWin16~Win32MacVBA6#Project1  stdole` TemplateProjectE ThisDocument< _Evaluate OfficeuDocumentjModule1b AutoNew\3(Main, ActiveWindow+ViewIShowHiddenTextkActiveDocument\ShowGrammaticalErrorsDShowSpellingErrorsCT  $Dr#<y@O` Fy@O`xy@O`y@O`ME(SLSS6"N0{00020906-0000-0000-C000-000000000046}(%H0h % %8p@@8F7$*\Rffff*0137862cc24xAttribute VB_Name = "ThisDocument" Bas0{00020P906-0C$0046} |GlobalSpacFalse dCreatablPredeclaIdTru BExposeTemplateDerivBustomizD2rU @nrU 4Ai`rU $`aqnrU~| q!Il,tx$ 8x t )xtx$ 4x xx$ 4x xl$ xtkrU~}   TemplateProject.AutoNew.Main AeK*krU~~~~~~~~g y@O`  e a pi  ThisDocumentAutoNewTemplateProjectF@C:\PROGRAM FILES\COMMON FILES\MICROSOFT SHARED\VBA\VBA6\VBE6.DLLVBA ! 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