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Chapter 7: Promotion
The Radio Station
Chapter 7: Highlights
•To keep listeners interested and tuned, stations actively promote their
image and call letters. Small-market stations promote themselves to
compete for audience with other forms of media. Major-market stations
use promotion to differentiate themselves from competing stations.
•Radio recognized the value of promotion early and used print media,
remote broadcasts, and billboards to inform the public. Later, ratings
•A successful promotion director possesses knowledge and understanding
of the station’s audience; a background in research and marketing,
writing, and conceptual skills; the ability to adapt existing concepts to a
particular station; and a familiarity with graphic arts. The promotion
director is responsible for acquiring prizes through trade or purchase and
for compliance with FCC regulations covering promotions.
•Contests must have clear rules and must provide entertainment for
players and nonplayers alike. Successful contests are compatible with the
station’s sound, offer prizes attractive to the target audience, and
challenge the listener’s imagination in order to win.
•Off-air promotions are intended to attract new listeners. Popular
approaches include billboards, bus cards, newspapers, television,
discount cards, giveaway items embossed with call letters or logo, deejay
