Radio Advertising . Peter Schulberg, Pete Schulberg

Radio Advertising



Download Radio Advertising



Radio Advertising Peter Schulberg, Pete Schulberg ebook pdf
Publisher: McGraw-Hill Companies
Language: English
Page: 252
ISBN: 0844231185, 9780844231181

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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