The idea behind any promotion is to gain listeners. Over the years, stations have used a variety of methods, ranging from the conventional to the outlandish, to accomplish this goal. “If a promotion achieves top-of-the-mind awareness in the listener, it’s a winner. Granted, some strange things have been done to accomplish this,” admits Mississippi broadcaster Bob Lima. Today, radio stations use the Internet as a method to market themselves. Stations have elaborate websites with colorful graphics to catch the reader’s attention, giveaways, and announcements of upcoming contests, concerts, and photos of winners of the most recent contests to encourage more listenership and participation. ...

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