A promo (a

shorthand Shorthand is an abbreviated symbolic writing method that increases speed and brevity of writing as compared to longhand, a more common method of writing a language. The process of writing in shorthand is called stenography, from the Greek ''ste ...

term for promotion) is a form of commercial

advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

used in

broadcast media Broadcasting is the distribution of audio or video content to a dispersed audience via any electronic mass communications medium, but typically one using the electromagnetic spectrum ( radio waves), in a one-to-many model. Broadcasting began w ...

, either

television Television, sometimes shortened to TV, is a telecommunication medium for transmitting moving images and sound. The term can refer to a television set, or the medium of television transmission. Television is a mass medium for advertisin ...

radio Radio is the technology of signaling and communicating using radio waves. Radio waves are electromagnetic waves of frequency between 30 hertz (Hz) and 300 gigahertz (GHz). They are generated by an electronic device called a transmit ...

, which promotes a program airing on a television or radio station/network to the viewing or listening audience. Promos usually appear during

commercial break A television advertisement (also called a television commercial, TV commercial, commercial, spot, television spot, TV spot, advert, television advert, TV advert, television ad, TV ad or simply an ad) is a span of television programming produce ...

s, although sometimes they appear during another program.

Background

Promos typically run from 15 to 60 seconds, with 30-second spots being the most common, although some occasionally last run as little as five seconds or as long as 90 seconds. Most promos show select video or audio clips of scenes or segments from an upcoming program (such as a television or radio series,

film A film also called a movie, motion picture, moving picture, picture, photoplay or (slang) flick is a work of visual art that simulates experiences and otherwise communicates ideas, stories, perceptions, feelings, beauty, or atmosphere ...

special Special or specials may refer to: Policing * Specials, Ulster Special Constabulary, the Northern Ireland police force * Specials, Special Constable, an auxiliary, volunteer, or temporary; police worker or police officer Literature * ''Specia ...

). Some television promos (particularly for an upcoming television series) utilize a

monologue In theatre, a monologue (from el, μονόλογος, from μόνος ''mónos'', "alone, solitary" and λόγος ''lógos'', "speech") is a speech presented by a single character, most often to express their thoughts aloud, though sometimes a ...

format in which a star or host of the program breaks the

fourth wall The fourth wall is a performance convention in which an invisible, imaginary wall separates actors from the audience. While the audience can see through this ''wall'', the convention assumes the actors act as if they cannot. From the 16th cen ...

, which is often done in a humorous and/or parodical manner. Most radio promos utilize this format as well, with a host of the program discussing the show itself, though some feature audio clips from past editions of the radio broadcast.

Broadcast Broadcasting is the distribution of audio or video content to a dispersed audience via any electronic mass communications medium, but typically one using the electromagnetic spectrum ( radio waves), in a one-to-many model. Broadcasting began ...

television station A television station is a set of equipment managed by a business, organisation or other entity, such as an amateur television (ATV) operator, that transmits video content and audio content via radio waves directly from a transmitter on the earth ...

s promote upcoming newscasts by featuring teases of select story packages to be featured in the broadcast, such as an investigative report or a special-interest feature segment. The airdate and time of the program's broadcast as well as the name and/or logo of the station or network that the program will be broadcast on are displayed either at the end of or throughout the promo (in the latter case, the airtime and network/station may be displayed before it is mentioned verbally by the

announcer An announcer is a voice artist who relays information to the audience of a broadcast media programme or live event. Television and other media Some announcers work in television production, radio or filmmaking, usually providing narrations, ...

). Until the mid-1980s on broadcast television stations, the text showing the date and time, along with the station logo were displayed on the bottom of the screen (unlike with broadcast and cable television, airtime information is not pre-displayed on promos for syndicated programs as syndicated programs are typically aired at different times depending on the

market Market is a term used to describe concepts such as: *Market (economics), system in which parties engage in transactions according to supply and demand *Market economy *Marketplace, a physical marketplace or public market Geography *Märket, an ...

, and are instead inserted by the station itself); however, stations now posterize graphics over the tail end of a syndicated program promos where the program's logo is shown (many stations use this treatment on promos for programs airing on networks that the station maintains an affiliation, such as

Fox Foxes are small to medium-sized, omnivorous mammals belonging to several genera of the family Canidae. They have a flattened skull, upright, triangular ears, a pointed, slightly upturned snout, and a long bushy tail (or ''brush''). Twelve sp ...

and

The CW ''The'' () is a grammatical article in English, denoting persons or things already mentioned, under discussion, implied or otherwise presumed familiar to listeners, readers, or speakers. It is the definite article in English. ''The'' is the m ...

) or show the latter portion of the promo within a box surrounded by the graphic. Premium cable channels and other

television network A television network or television broadcaster is a telecommunications network for distribution of television program content, where a central operation provides programming to many television stations or multichannel video programming distributo ...

s that do not accept outside advertising traditionally only air promos during pre-determined breaks that start after a program concludes; the length of these breaks can vary depending on the start time of the succeeding program, it is feasible for multiple program promotions to be shown within the break until the start of the next program. Types of promotional media:- 1) television 2) radio 3) internet 4) billboards 5) newspapers, magazines 6) pamphlets 7) SMS 8) brochures 9) word of mouth An ad in the lower third of a TV screen during a show helps to remind people what network they are watching. Called a snipe, this type of promotion targets people, especially younger people, who are used to seeing such items when they look at computer screens or cell phones. Some people have criticized the practice because it is distracting, and in some cases such ads cover up subtitles and prevent information from being seen. In some cases, the additional information can help people understand a story, but in others, too much information can interfere with communication.

References

{{DEFAULTSORT:Promo (media) Advertising by medium Television terminology Broadcasting

Background

See also

References