Radio Advertising: The Authoritative Handbook (NTC Business Books)

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9780844231181: Radio Advertising: The Authoritative Handbook (NTC Business Books)
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With [Bob Schulberg's] death, radio lost a brilliant advocate and a good friend. Fortunately, Bob's gifted son, Pete, knows a lot about broadcasting, too both as a broadcast newsman and a newspaper journalist covering the media. Pete has picked up where his dad left off, bringing the book up to date with a skill and thoroughness I know Bob would be proud of. Good writing runs in the Schulberg family. Radio is magic all right. And the Schulbergs, Bob and Pete, explain how the magic works. "This is required reading for all broadcasters and all sales people in all markets and formats. -- Rocky Blumhagen Station Manager KGON/KNRK Portland, OR "Radio Advertising: The Authoritative Handbook is a must read for both neophytes and veterans of the broadcasting business." -- Jerry Feniger Managing Director Station Representatives Association "The apple doesn't fall far from the tree! Pete Schulberg has undated his father's classic work for the cyberspace era, producing a wholly contemporary book that retains the first edition's clear, readable presentation of those fundamentals essential to every broadcaster and advertising professional. Radio Advertising is worthwhile reading for students and newcomers to the business as well as seasoned pros who are looking for new ideas on how to use radio more effectively. This book is a winner!" -- Roger Baron Vice President, Director of Media Research Foote, Cone & Belding

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From the Back Cover:

The publication of this all-new edition of Bob Schulberg's classic Radio Advertising: The Authoritative Handbook couldn't be better timed. In an era when every business executive is talking about "getting closer to your customers," more and more advertisers have turned to radio--often called the "ultimate personal medium"--as the most effective and efficient way to sell their products and services. Advertisers spend more than $10 billion per year on radio advertising. The key to getting the biggest payback on that investment, of course, is knowing how to do it profitably. And that's what makes Radio Advertising: The Authoritative Handbook so useful and so important. It covers all the traditional methods and approaches, and it also gives the insider's view of all the new developments--the new numbers, the new strategies, and the new tactics--that continue to make radio advertising the most effective advertising medium around. Included is practical guidance for:

  • Choosing the right format for what you are selling
  • Segmenting markets effectively
  • Buying and selling time
  • Creating advertising that works for you and your products
  • Using direct response
  • Getting the most out of co-op dollars
  • Making sense out of ratings
  • Integrating radio advertising into all of your communications plans
In the foreword to the first edition of this book, noted commentator Charles Osgood said: "What makes radio such a terrific 'telling' medium also makes it a terrific 'selling' medium. Nobody understands this better than Bob Schulberg." This new edition continues that tradition.

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Peter Schulberg, Pete Schulberg
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