Question

You are the creative director at a Milwaukee ad agency. Today, your copywriters are presenting you with their ideas for several 30-second radio spots for the City of Milwaukee Tourism Bureau, which wants to feature its own information center and tours, as well as city museums, art galleries, concerts, festivals, and special events. When they are ready, the best ideas will be taken to the marketing director at the City of Milwaukee for review and approval.(Scenario ) One copywriter shows you an idea that involves an announcer reading a "top ten" list of cool reasons to visit Milwaukee. What basic guidelines of radio copywriting does this technique address?a. Repeat the brand name.b. Stress the main selling points.c. Stimulate the imagination.d. Tailor copy to a time, place, and audience.

Answer 1

A "top ten" list in a radio spot effectively repeats the brand name, stresses Milwaukee's main selling points, and stimulates the listener's imagination, making it a strong concept for promoting tourism.

Step-by-step explanation:

The technique of a radio announcer reading a "top ten" list of cool reasons to visit Milwaukee is effective in radio copywriting for several reasons. First, it repeats the brand name, ensuring that listeners will remember Milwaukee when considering travel destinations. Secondly, a top ten list can stress the main selling points of Milwaukee by highlighting the most appealing aspects such as museums, festivals, and special events in a structured and memorable format. Lastly, this technique can stimulate the imagination of the listener by creating a vivid portrayal of what the city has to offer, which can inspire the desire to experience Milwaukee firsthand.

Answer 2

City of Milwaukee Tourism Bureau

The basic guideline of radio copywriting that this technique addresses is:

b. Stress the main selling points.

Step-by-step explanation:

Exploiting the city's selling points and communicating the benefits derivable from touring the city's museums, art galleries, concerts, festivals, and special events are the top guidelines for radio copywriting. Other guidelines will include focusing on the "you" and not "we," not providing too much information, and including a call for action.