promise the impossible. Be sincere and honest with your
audience.
Action
“Buy U.S. Savings Bonds each payday.”
“Learn how you can travel the world with the U.S.
Navy.”
These statements invite action and tell the listeners
what they can do. The action step gives the listener a
definite course to follow. The step should be forceful,
combining invitation and demand, and it should compel
the listener toward a positive action. Remember, the
action step is designed to motivate the listener to buy,
join, write or perform according to the action you have
suggested in the message.
The success of any spot announcement as a selling
device is measured by the listener’s response to the
product advertised. Figure 13-4 shows an example of a
selling spot announcement.
INFORMATION SPOT
The information spot is designed purely to inform.
In this type of announcement, you are not trying to get
the audience to do anything or to change attitudes. You
simply want to give them information.
The information spot differs from the selling spot
in purpose and structure. In writing the information
spot, you begin with attention and follow it with
appeal. Because no response is desired from the
audience, you have no need for an action step. Your
job is to compose the message in a clear, concise form
and to get the maximum amount of interesting
information into the brief 10, 20, 30 and 60 seconds
PUBLIC AFFAIRS OFFICE
TELEPHONE: (904) 456-5070
NAVAL AIR STATION SAMARA
456-5071
POINT KENT, FLORIDA 32505-5484
DSN: 922-5070
FAX: 456-5072
FOR FURTHER INFORMATION, CONTACT:
LCDR LEE MAZZILLI (PAO)
JO1(AW) JUAN AGUSTO (APAO)
O F F I C I A L N E W S R E L E A SE
(FOR RADIO)
PAGE 1 OF 1
PROGRAM 76 WORDS
RELEASE NO. 59-94
AIR SHOW
November 9,1994
30 SECONDS
FOR GENERAL RELEASE
(DO NOT USE AFTER 11 A-M NOVEMBER 14)
TWO SPECTACULAR AIR SHOWS ARE SCHEDULED THIS WEEKEND AT THE
SAMARA NAVAL AIR STATION. THE EVENTS ARE BEING STAGED NOVEMBER 13TH
AND 14TH AS A SALUTE TO AMERICA’S VETERANS. THE NAVY’S WORLD FAMOUS
“BLUE ANGELS” WILL HEADLINE BOTH SHOWS. INTERESTING STATIC DISPLAYS
AND EXCITING AERIAL ENTERTAINMENT ARE IN STORE. THAT’S SATURDAY AND
SUNDAY AT THE NAVAL AIR SAMARA. THE SHOW BEGINS BOTH DAYS AT
NOON...AND ADMISSION IS FREE. COME EARLY AND SEE IT ALL.
# # #
Figure 13-4.—30-second selling spot announcement.
13-15
