Great promos deliver on three goals: They create an Image for the brand, Educate the audience with information about the station, and Influence listners to take action. This is the IEI (Image, Education, Influence) formula to evaluate promo success, and this is an example of an IEI imaging beauty.
An IEI Imaging Beauty from The Wolf/Dallas
Truly great promos that excel in all three areas are rare. Each campaign requires a unique promo strategy, of course. A contest to spike quarter-hours should have a different approach than a campaign designed to increase brand loyalty.
