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Media Promotion & Marketing for Broadcasting, Cable & the Internet, 5th Edition by Robert Klein, Douglas A. Ferguson, Susan Tyler Eastman

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CHAPTER 2

Marketing Radio

Gregory D. Newton

Radio, like television, is a nearly unique business because it is marketed to two distinctly separate groups of customers — audiences and advertisers. In radio, successful marketing to the customer who directly provides the revenue stream (the advertiser) requires successful marketing to the other customer (the audience). Thus, radio station marketing has three primary goals:

1.  To generate publicity

2.  To generate ratings

3.  To generate revenue

THE SPECIAL CASE OF RADIO

Unlike managers in virtually all non-media businesses, however, radio station managers have almost no influence over four of the five basic elements of marketing. Most business managers can control the way their products or services ...

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