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Radios Niche Marketing Revolution FutureSell

Author: Ashley Herweg

Publisher: Taylor & Francis

Published: 1997-06-30

Total Pages: 286

ISBN-13: 1136026819

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Radio's niche marketing revolution evolved to address the problems of market fragmentation. These problems are responsible for steep declines in traditional media revenues. Market fragmentation, happening in every market across the globe, has led marketers and media into the new era of niche marketing. Mass-marketing strategies are obsolete. Radio, cable (wired and unwired), and television are being forced to alter the way they present their products, promotions, and marketing strategies. FutureSell provides radio professionals with the advanced skills and systems to turn niche marketing into a profitable approach for their own stations. Your clients don't want to buy advertising period. They do, however, want to sell their products and services. Your advertisers' markets are also fragmenting. Cutting-edge companies now seek ways to learn their customers' smallest needs and cater to their customers' perceptions. Yet, very few businesses or ad agencies know how to conduct niche or one-to-one marketing. With the techniques introduced in this book, you can create new revenue streams while upgrading your largest advertisers. The ideas you'll encounter work for multi-national media conglomerates, stations in small markets, and duopolies in any market size. Owners, group heads, managers, salespeople, programmers, copywriters, and office staff will gain valuable insight to make their jobs easier and more productive. Radio people, ad agency executives, and advertisers will discover a money-making glimpse into the future.

Book Synopsis Radios Niche Marketing Revolution FutureSell by : Ashley Herweg

Download or read book Radios Niche Marketing Revolution FutureSell written by Ashley Herweg and published by Taylor & Francis. This book was released on 1997-06-30 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: Radio's niche marketing revolution evolved to address the problems of market fragmentation. These problems are responsible for steep declines in traditional media revenues. Market fragmentation, happening in every market across the globe, has led marketers and media into the new era of niche marketing. Mass-marketing strategies are obsolete. Radio, cable (wired and unwired), and television are being forced to alter the way they present their products, promotions, and marketing strategies. FutureSell provides radio professionals with the advanced skills and systems to turn niche marketing into a profitable approach for their own stations. Your clients don't want to buy advertising period. They do, however, want to sell their products and services. Your advertisers' markets are also fragmenting. Cutting-edge companies now seek ways to learn their customers' smallest needs and cater to their customers' perceptions. Yet, very few businesses or ad agencies know how to conduct niche or one-to-one marketing. With the techniques introduced in this book, you can create new revenue streams while upgrading your largest advertisers. The ideas you'll encounter work for multi-national media conglomerates, stations in small markets, and duopolies in any market size. Owners, group heads, managers, salespeople, programmers, copywriters, and office staff will gain valuable insight to make their jobs easier and more productive. Radio people, ad agency executives, and advertisers will discover a money-making glimpse into the future.

Radio's Niche Marketing Revolution

Author: Ashley Page Herweg

Publisher:

Published: 1997

Total Pages: 274

ISBN-13: 9780080927145

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"Radio's niche marketing revolution evolved to address the problems of market fragmentation. These problems are responsible for steep declines in traditional media revenues. Market fragmentation, happening in every market across the globe, has led marketers and media into the new era of niche marketing. Mass-marketing strategies are obsolete. Radio, cable (wired and unwired), and television are being forced to alter the way they present their products, promotions, and marketing strategies.FutureSell provides radio professionals with the advanced skills and systems to turn niche marketing into a profitable approach for their own stations.Your clients don't want to buy advertising¦period. They do, however, want to sell their products and services. Your advertisers' markets are also fragmenting. Cutting-edge companies now seek ways to learn their customers' smallest needs and cater to their customers' perceptions. Yet, very few businesses or ad agencies know how to conduct niche or one-to-one marketing. With the techniques introduced in this book, you can create new revenue streams while upgrading your largest advertisers.The ideas you'll encounter work for multi-national media conglomerates, stations in small markets, and duopolies in any market size. Owners, group heads, managers, salespeople, programmers, copywriters, and office staff will gain valuable insight to make their jobs easier and more productive. Radio people, ad agency executives, and advertisers will discover a money-making glimpse into the future.Godfrey W. and Ashley Page Herweg are radio management consultants, international seminar leaders, sales trainers, and researchers specializing in niche marketing and focus group studies. They have successful backgrounds in, radio, television, and print production, and media buying and sales at the international, national, regional, and local levels. The Herwegs have owned, operated, and managed radio stations in small, medium, and large markets. The Herwegs have also co-authored, Making More Money Selling Radio Advertising Without Numbers and Recruiting, Interviewing, Hiring, and Developing SUPERIOR SALESPEOPLE"--Provided by publisher.

Book Synopsis Radio's Niche Marketing Revolution by : Ashley Page Herweg

Download or read book Radio's Niche Marketing Revolution written by Ashley Page Herweg and published by . This book was released on 1997 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Radio's niche marketing revolution evolved to address the problems of market fragmentation. These problems are responsible for steep declines in traditional media revenues. Market fragmentation, happening in every market across the globe, has led marketers and media into the new era of niche marketing. Mass-marketing strategies are obsolete. Radio, cable (wired and unwired), and television are being forced to alter the way they present their products, promotions, and marketing strategies.FutureSell provides radio professionals with the advanced skills and systems to turn niche marketing into a profitable approach for their own stations.Your clients don't want to buy advertising¦period. They do, however, want to sell their products and services. Your advertisers' markets are also fragmenting. Cutting-edge companies now seek ways to learn their customers' smallest needs and cater to their customers' perceptions. Yet, very few businesses or ad agencies know how to conduct niche or one-to-one marketing. With the techniques introduced in this book, you can create new revenue streams while upgrading your largest advertisers.The ideas you'll encounter work for multi-national media conglomerates, stations in small markets, and duopolies in any market size. Owners, group heads, managers, salespeople, programmers, copywriters, and office staff will gain valuable insight to make their jobs easier and more productive. Radio people, ad agency executives, and advertisers will discover a money-making glimpse into the future.Godfrey W. and Ashley Page Herweg are radio management consultants, international seminar leaders, sales trainers, and researchers specializing in niche marketing and focus group studies. They have successful backgrounds in, radio, television, and print production, and media buying and sales at the international, national, regional, and local levels. The Herwegs have owned, operated, and managed radio stations in small, medium, and large markets. The Herwegs have also co-authored, Making More Money Selling Radio Advertising Without Numbers and Recruiting, Interviewing, Hiring, and Developing SUPERIOR SALESPEOPLE"--Provided by publisher.

The Entertainment Marketing Revolution

Author: Al Lieberman

Publisher: FT Press

Published: 2002

Total Pages: 388

ISBN-13: 9780130293503

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Entertainment is now a $500 billion industry that reaches into every corner of human life. The Entertainment Marketing Revolution: Bringing the Moguls, the Media, and the Magic to the World profiles that industry, from film to print, music to theme parks--and shows exactly how to find and reach your market in today's insanely competitive marketplace. Discover the driving forces, key synergies, new opportunities, and advanced marketing techniques today's top companies are riding to success... and learn how to create tomorrow's blockbuster properties, starting today.

Book Synopsis The Entertainment Marketing Revolution by : Al Lieberman

Download or read book The Entertainment Marketing Revolution written by Al Lieberman and published by FT Press. This book was released on 2002 with total page 388 pages. Available in PDF, EPUB and Kindle. Book excerpt: Entertainment is now a $500 billion industry that reaches into every corner of human life. The Entertainment Marketing Revolution: Bringing the Moguls, the Media, and the Magic to the World profiles that industry, from film to print, music to theme parks--and shows exactly how to find and reach your market in today's insanely competitive marketplace. Discover the driving forces, key synergies, new opportunities, and advanced marketing techniques today's top companies are riding to success... and learn how to create tomorrow's blockbuster properties, starting today.

Career Opportunities in Radio

Author: Shelly Field

Publisher: Infobase Publishing

Published: 2010-04-21

Total Pages: 337

ISBN-13: 1438110847

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Offers career information in radio. Profiles include news, sports, sales, management, publicrelations, traffic, engineering, and programming.

Book Synopsis Career Opportunities in Radio by : Shelly Field

Download or read book Career Opportunities in Radio written by Shelly Field and published by Infobase Publishing. This book was released on 2010-04-21 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: Offers career information in radio. Profiles include news, sports, sales, management, publicrelations, traffic, engineering, and programming.

The Broadcaster's Guide to RBDS

Author: Scott Wright

Publisher: Taylor & Francis

Published: 1997-07-29

Total Pages: 217

ISBN-13: 1136026509

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This handbook is intended to give the broadcast industry an authoritative guide to the Radio Data System (RDS), also called Radio Broadcast Data System (RBDS). Since the standard's adoption, about 700 stations have begun broadcasting RDS in the United States. There is a wide variety of encoding equipment with prices starting as low as $400, and over 30 models of RDS receivers have been introduced for cars, home receivers, portable and even PC receivers. Automobile manufacturer's such as General Motors, Ford, Audi, and Porsch now offer RDS on new vehicles. Yet despite all the support equipment in place, the FM broadcaster has been reluctant to implement and utilize this service, mainly because of a lack of understanding of what RDS can do for the station. This book finally provides the information required to understand RDS and its possibilities on a variety of levels, so that everyone involved in radio can make the most of it. Station owner, program director, salesperson, and talent alike will find the information he or she requires to maximize the possibilities of this new technology. Each feature of the system is explained in terms of its practical implementation at the station, and interviews with broadcasters currently using the system add a hands-on perspective. Scott Wright is a recognized pioneer in RDS development. As the designer of Delco Electronics' first RDS receiver, he has been extremely active in the development of the RDS standard in the US and in efforts to educate the broadcast community about its potential. He has represented Delco at the European Broadcasting Union's (EBU) RDS Forum and is currently the Chairman of the National Radio Systems Committee RBDS Subcommittee, the US standard-setting body. He is also a member of the Electronics Industries Association's (EIA) RDS Forum.

Book Synopsis The Broadcaster's Guide to RBDS by : Scott Wright

Download or read book The Broadcaster's Guide to RBDS written by Scott Wright and published by Taylor & Francis. This book was released on 1997-07-29 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: This handbook is intended to give the broadcast industry an authoritative guide to the Radio Data System (RDS), also called Radio Broadcast Data System (RBDS). Since the standard's adoption, about 700 stations have begun broadcasting RDS in the United States. There is a wide variety of encoding equipment with prices starting as low as $400, and over 30 models of RDS receivers have been introduced for cars, home receivers, portable and even PC receivers. Automobile manufacturer's such as General Motors, Ford, Audi, and Porsch now offer RDS on new vehicles. Yet despite all the support equipment in place, the FM broadcaster has been reluctant to implement and utilize this service, mainly because of a lack of understanding of what RDS can do for the station. This book finally provides the information required to understand RDS and its possibilities on a variety of levels, so that everyone involved in radio can make the most of it. Station owner, program director, salesperson, and talent alike will find the information he or she requires to maximize the possibilities of this new technology. Each feature of the system is explained in terms of its practical implementation at the station, and interviews with broadcasters currently using the system add a hands-on perspective. Scott Wright is a recognized pioneer in RDS development. As the designer of Delco Electronics' first RDS receiver, he has been extremely active in the development of the RDS standard in the US and in efforts to educate the broadcast community about its potential. He has represented Delco at the European Broadcasting Union's (EBU) RDS Forum and is currently the Chairman of the National Radio Systems Committee RBDS Subcommittee, the US standard-setting body. He is also a member of the Electronics Industries Association's (EIA) RDS Forum.

Your Guide To Entertainment Marketing and Performance (Collection)

Author: Al Lieberman

Publisher: FT Press

Published: 2013-08-08

Total Pages: 774

ISBN-13: 0133742857

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Entertainment spending is soaring worldwide, driven by new technologies, new platforms, new business models, and unrelenting demand amongst seven billion consumers. That means entertainment marketing opportunities are soaring, too. But this business is more complex and competitive than ever–and it’s changing at breakneck speed. Now, two leading practitioners show how to transform content into profits today and tomorrow…in The Definitive Guidce to Entertainment Marketing . ¿ Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition , is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge and expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight.

Book Synopsis Your Guide To Entertainment Marketing and Performance (Collection) by : Al Lieberman

Download or read book Your Guide To Entertainment Marketing and Performance (Collection) written by Al Lieberman and published by FT Press. This book was released on 2013-08-08 with total page 774 pages. Available in PDF, EPUB and Kindle. Book excerpt: Entertainment spending is soaring worldwide, driven by new technologies, new platforms, new business models, and unrelenting demand amongst seven billion consumers. That means entertainment marketing opportunities are soaring, too. But this business is more complex and competitive than ever–and it’s changing at breakneck speed. Now, two leading practitioners show how to transform content into profits today and tomorrow…in The Definitive Guidce to Entertainment Marketing . ¿ Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition , is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge and expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight.

Radio in Context

Author: Guy Starkey

Publisher: Bloomsbury Publishing

Published: 2013-10-09

Total Pages: 288

ISBN-13: 1137302240

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Now firmly established as one of the leading textbooks in the increasingly popular field of radio studies, Radio in Context provides students with a practical, critical and comprehensive understanding of the main principles and techniques used in radio programming. Organized around the most commonly studied radio genres and setting production within a range of different contexts – professional, institutional and historical - the text offers an ideal blend of theory and practical guidance. Readers of this fully updated new edition will continue to benefit from this core text, as it reflects important technological, regulatory and institutional changes since its initial publication in 2004 and expands on key areas such as digital radio, broadcasting over the internet, and the interplay between radio and social media. Supported by a full glossary, tips on getting into radio and exercises to develop practical and critical skills, Radio in Context is the ideal companion for anyone studying radio, the media, communications and/or journalism, at undergraduate and postgraduate levels, as well as short courses in radio or audio production techniques. Now firmly established as one of the leading textbooks in the increasingly popular field of radio studies, Radio in Context provides students with a practical, critical and comprehensive understanding of the main principles and techniques used in radio programming. Organized around the most commonly studied radio genres and setting production within a range of different contexts – professional, institutional and historical - the text offers an ideal blend of theory and practical guidance. Readers of this fully updated new edition will continue to benefit from this core text, as it reflects important technological, regulatory and institutional changes since its initial publication in 2004 and expands on key areas such as digital radio, broadcasting over the internet, and the interplay between radio and social media. Supported by a full glossary, tips on getting into radio and exercises to develop practical and critical skills, Radio in Context is the ideal companion for anyone studying radio, the media, communications and/or journalism, at undergraduate and postgraduate levels, as well as short courses in radio or audio production techniques.

Book Synopsis Radio in Context by : Guy Starkey

Download or read book Radio in Context written by Guy Starkey and published by Bloomsbury Publishing. This book was released on 2013-10-09 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now firmly established as one of the leading textbooks in the increasingly popular field of radio studies, Radio in Context provides students with a practical, critical and comprehensive understanding of the main principles and techniques used in radio programming. Organized around the most commonly studied radio genres and setting production within a range of different contexts – professional, institutional and historical - the text offers an ideal blend of theory and practical guidance. Readers of this fully updated new edition will continue to benefit from this core text, as it reflects important technological, regulatory and institutional changes since its initial publication in 2004 and expands on key areas such as digital radio, broadcasting over the internet, and the interplay between radio and social media. Supported by a full glossary, tips on getting into radio and exercises to develop practical and critical skills, Radio in Context is the ideal companion for anyone studying radio, the media, communications and/or journalism, at undergraduate and postgraduate levels, as well as short courses in radio or audio production techniques. Now firmly established as one of the leading textbooks in the increasingly popular field of radio studies, Radio in Context provides students with a practical, critical and comprehensive understanding of the main principles and techniques used in radio programming. Organized around the most commonly studied radio genres and setting production within a range of different contexts – professional, institutional and historical - the text offers an ideal blend of theory and practical guidance. Readers of this fully updated new edition will continue to benefit from this core text, as it reflects important technological, regulatory and institutional changes since its initial publication in 2004 and expands on key areas such as digital radio, broadcasting over the internet, and the interplay between radio and social media. Supported by a full glossary, tips on getting into radio and exercises to develop practical and critical skills, Radio in Context is the ideal companion for anyone studying radio, the media, communications and/or journalism, at undergraduate and postgraduate levels, as well as short courses in radio or audio production techniques.

The Definitive Guide to Entertainment Marketing

Author: Al Lieberman

Publisher: Pearson Education

Published: 2013

Total Pages: 305

ISBN-13: 0133092089

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Entertainment Marketing NOW: Every Platform, Technology, and Opportunity Covers film, cable, broadcast, music, sports, publishing, social media, gaming, and more Reflects powerful trends ranging from smartphones to globalization Demonstrates breakthrough strategies integrating advertising, promotion, PR, and online content distribution By industry insiders with decades of experience as leaders and consultants Entertainment spending is soaring worldwide, driven by new technologies, new platforms, new business models, and unrelenting demand amongst seven billion consumers. That means entertainment marketing opportunities are soaring, too. But this business is more complex and competitive than ever-and it's changing at breakneck speed. Now, two leading practitioners show how to transform content into profits today and tomorrow...any content, on any platform, in any market, worldwide. You'll master innovative new ways to grab consumers' attention and wallets fast...make your experiences wannasee, haftasee, mustsee...drive more value through social platforms, mobile technologies, and integrated marketing strategies...overcome challenges ranging from bad buzz to piracy...fully leverage licensing, merchandising, and sponsorships...and successfully market all forms of entertainment.

Book Synopsis The Definitive Guide to Entertainment Marketing by : Al Lieberman

Download or read book The Definitive Guide to Entertainment Marketing written by Al Lieberman and published by Pearson Education. This book was released on 2013 with total page 305 pages. Available in PDF, EPUB and Kindle. Book excerpt: Entertainment Marketing NOW: Every Platform, Technology, and Opportunity Covers film, cable, broadcast, music, sports, publishing, social media, gaming, and more Reflects powerful trends ranging from smartphones to globalization Demonstrates breakthrough strategies integrating advertising, promotion, PR, and online content distribution By industry insiders with decades of experience as leaders and consultants Entertainment spending is soaring worldwide, driven by new technologies, new platforms, new business models, and unrelenting demand amongst seven billion consumers. That means entertainment marketing opportunities are soaring, too. But this business is more complex and competitive than ever-and it's changing at breakneck speed. Now, two leading practitioners show how to transform content into profits today and tomorrow...any content, on any platform, in any market, worldwide. You'll master innovative new ways to grab consumers' attention and wallets fast...make your experiences wannasee, haftasee, mustsee...drive more value through social platforms, mobile technologies, and integrated marketing strategies...overcome challenges ranging from bad buzz to piracy...fully leverage licensing, merchandising, and sponsorships...and successfully market all forms of entertainment.

Selling Electronic Media

Author: Ed Shane

Publisher: CRC Press

Published: 1999-02-17

Total Pages: 488

ISBN-13: 1136026266

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"Selling is identifying and satisfying customer needs profitably. Profitable for you, profitable for them." Diane Sutter, President and CEO of Shooting Star Broadcasting , owner of KTAB-TV, Abilene, Texas This is the definition of sales used throughout Ed Shane's comprehensive and timely textbook Selling Electronic Media. This new definition reflects the customer-orientation of today's marketing environment as well as the product-orientation of selling. Today's selling is a win/win proposition, a win for the seller and a win for the customer. Using interviews with industry leaders and reports of their selling experiences, Selling Electronic Media shares insight and practical advice in the basics of selling: · prospecting · qualifying · needs analysis · presentations · answering objections · closing · relationship management Focusing on the merging and converging of electronic media and the need for branding of media at all levels, this highly readable book offers complete coverage of advertising sales for radio, television and cable, plus the new and emerging mass communication technologies, primarily those generated by the Internet. Selling Electronic Media is enhanced with review highlights and discussion points and illustrated throughout with visuals used by media outlets to market commercials and their audience reach. Students pursuing sales and marketing careers in electronic media and professionals wishing to reinforce their understanding of the merging and converging media environment will find what they need in the pages of this book.

Book Synopsis Selling Electronic Media by : Ed Shane

Download or read book Selling Electronic Media written by Ed Shane and published by CRC Press. This book was released on 1999-02-17 with total page 488 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Selling is identifying and satisfying customer needs profitably. Profitable for you, profitable for them." Diane Sutter, President and CEO of Shooting Star Broadcasting , owner of KTAB-TV, Abilene, Texas This is the definition of sales used throughout Ed Shane's comprehensive and timely textbook Selling Electronic Media. This new definition reflects the customer-orientation of today's marketing environment as well as the product-orientation of selling. Today's selling is a win/win proposition, a win for the seller and a win for the customer. Using interviews with industry leaders and reports of their selling experiences, Selling Electronic Media shares insight and practical advice in the basics of selling: · prospecting · qualifying · needs analysis · presentations · answering objections · closing · relationship management Focusing on the merging and converging of electronic media and the need for branding of media at all levels, this highly readable book offers complete coverage of advertising sales for radio, television and cable, plus the new and emerging mass communication technologies, primarily those generated by the Internet. Selling Electronic Media is enhanced with review highlights and discussion points and illustrated throughout with visuals used by media outlets to market commercials and their audience reach. Students pursuing sales and marketing careers in electronic media and professionals wishing to reinforce their understanding of the merging and converging media environment will find what they need in the pages of this book.

Radio Production

Author: Robert McLeish

Publisher: CRC Press

Published: 2012-07-26

Total Pages: 369

ISBN-13: 1136118462

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This classic book is a must-have for anyone involved in radio production, covering everything from operational techniques and producing different programme formats, to conducting interviews and writing for radio. The fifth edition features new and updated information on: * digital production, such as the computer editing process, digital recording and DAB * the internet and internet-only radio stations * automatic playout systems * ethics * storytelling, showing simple ways of creating different acoustics for drama * station management * scheduling * remote reporting This edition is further enhanced by a supporting CD-Rom, packed with examples, exercises and resources.

Book Synopsis Radio Production by : Robert McLeish

Download or read book Radio Production written by Robert McLeish and published by CRC Press. This book was released on 2012-07-26 with total page 369 pages. Available in PDF, EPUB and Kindle. Book excerpt: This classic book is a must-have for anyone involved in radio production, covering everything from operational techniques and producing different programme formats, to conducting interviews and writing for radio. The fifth edition features new and updated information on: * digital production, such as the computer editing process, digital recording and DAB * the internet and internet-only radio stations * automatic playout systems * ethics * storytelling, showing simple ways of creating different acoustics for drama * station management * scheduling * remote reporting This edition is further enhanced by a supporting CD-Rom, packed with examples, exercises and resources.