What exists currently in the radio/sound recording terms for the
Library of Congress Genre/Form Thesaurus for such a form/genre is:
Promos (Radio commercials). That should fit what you're talking about.
Add the terms as a term (if you're making a MARC record, code it 655
_7 and add $2 lcgft after the term in a bibliographic record.

155__ |a Promos (Radio commercials)
455__ |a Promo announcements, Radio
455__ |a Promotional announcements, Radio
455__ |a Promotional spots, Radio
455__ |a Radio promo announcements
455__ |a Radio promos (Commercials)
455__ |a Radio promotional announcements
455__ |a Radio promotional spots
555  _ |w g |a Radio commercials

670__ |a The concise encyclopedia of American radio, 2010: |b p. 7
(station promotional announcements (promos))
670__ |a Radio WWW site, Apr. 22, 2010 |b (Promo: an
announcement, live or pre-recorded, which promotes an upcoming event,
promotes the station image, promotes the results of a past event, or
promotes any other event which benefits the station’s image or
670__ |a LC database search, Apr. 22, 2010 |b (promos; radio promos;
promo announcements; promotional announcements)
680__ |i This heading is used as a genre/form heading for radio
announcements promoting a particular radio station, upcoming
programming from a station, or events sponsored or supported by a

Thom Pease
Library of Congress
(not an official message thereof)

On Sat, Aug 2, 2014 at 10:57 AM, Chuck Howell <[log in to unmask]> wrote:
> I believe the term "bumper" is still used in radio to describe these short brand-building bits.  They aren't as common on TV as they once were.
> Chuck
> Chuck Howell, CA
> Collection Leader
> Special Collections in Mass Media & Culture
> Hornbake Library North, RM 3210
> University of Maryland
> College Park, MD  20742
> phone - 301-314-0401
> fax - 301-314-2634
> [log in to unmask]
> ________________________________________
> From: Association for Recorded Sound Discussion List [[log in to unmask]] on behalf of Brandon Burke [[log in to unmask]]
> Sent: Friday, August 01, 2014 4:18 PM
> To: [log in to unmask]
> Subject: [ARSCLIST] Cataloging term for broadcast jingles/breaks/IDs?
> Hi,
> Question for the catalogers in the room: is there a term for the short jingles/breaks/IDs used by broadcasters? I'm in the middle of a finding aid right now and need to account for these as a category.
> Thanks in advance and have a great weekend,
> Brandon
> P.S. You may see this on more than one listserv. Apologies for cross-posting.
> ---------------------------
> Brandon Burke
> Archivist for Recorded Sound Collections
> Hoover Institution Library and Archives
> Stanford University
> Stanford, CA 94305-6010
> vox: 650.724.9711
> fax: 650.725.3445
> email: [log in to unmask]