Radio advertising : the authoritative handbook /
Saved in:
| Author / Creator: | Schulberg, Pete. |
|---|---|
| Edition: | 2nd ed. |
| Imprint: | Lincolnwood, Ill. : NTC Business Books, c1996. |
| Description: | xvi, 240 p. : ill. ; 24 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/2443253 |
Table of Contents:
- 1. Radio
- 2. The Beginnings
- 3. How Radio Works
- 4. Ratings and the Numbers
- 5. The Significance of Format
- 6. The Role of Networks and Syndication
- 7. How Radio Reaches Target Markets
- 8. Television's Pervasive Influence
- 9. Determining Radio Rates
- 10. Playing the Game of Buying and Selling
- 11. The Cost-per-Point Fallacy
- 12. Creativity
- 13. The Payoff
- 14. Effective Direct Response Techniques
- 15. Barter
- 16. Using Co-op Advertising Dollars
- 17. A Smattering of Intelligence.
