In a well-crafted short paper, compare and contrast the various broadcast mediums by identifying which is most appropriate for achieving different objectives. Is there a “best” medium? Why or why not? Be sure to use specific examples from the Module Resources folder and your own research. All claims should be justified with evidence. Short papers should use double spacing, 12-point Times New Roman font, and one-inch margins. Sources should be cited according to a discipline-appropriate citation method. Page-length requirements: 1–2 pages.

Library Link: Tune into better radio ads
This article provides “practical tips for producing better radio commercials.”

Blog: Guide to writing effective ad copy
This blog entry contains “a few tips that can assist you in developing unique and catchy ad copy for effective online marketing.”

Article: Writing effective television commercials that sell
This article examines the principles underlying effective television commercials.

Website: Advertising templates
These templates from Appalachian State University provide a starting place in drafting commercial scripts for multiple media.

Article: 10 Essentials for an Effective TV Commercial
This article explains how to product an effective television commercial.

Library article: Make hot radio ads
This article, authored by an experienced radio writer, contains “a few pointers” for new writers.

Website: Online ads tested
This website presents research findings on which online ads perform better with respect to “standing out” or “blending in” to host content.

Article: Measuring the effectiveness of online advertising strategies
This article presents findings on the comparison of targeted ads to ads featuring video, pop-ups, or ads taking over the whole page.

Library Link: Online advertising: Keeping one step ahead
This article analyzes the specific qualities of online advertising.

Blog: 5 Tips to make your online banner ad design more attractive and effective
This blog entry discusses online banner ads.

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