Реферат: Broadcast Promotion Marketing

P/M has four basic parts:

1. audience

2. sales

3. value-added

4. non-spot revenue – since there’s limited space to sell ads, have to find other ways to make $

When promoting your station, there’s countless avenues to take:

1. newspapers

2. TV

3. radio

4. billboards

5. bus/taxi placards

6. transit shelters

7. direct mail

8. special events

The promotion must be:

1. in good taste

2. consistent with the station’s public image

3. all literature must be factual and not lead on potential advertisers

The basic skills needed for P/M are:

1. broadcast ratings

2. research techniques

3. budget planning capabilities

4. motivational techniques and how to apply them

5. advertising including characteristics of various media and how they can be used

6. media selection – know the buying process

7. on-air effects and results

8. generate favorable publicity

9. station promotion – other than non-air

10. effective sales promotion