Electronic Media Management, Revised, 5th Edition

6 Broadcast Promotion and Marketing

This chapter focuses on the promotion and marketing of radio and television stations to audiences and advertisers. It considers

•  the responsibilities and qualities of the promotion and marketing director

•  the development of a promotion plan

•  the goals and methods of effective audience and sales promotion campaigns

Commercial radio and television stations spend considerable time and energy promoting the interests of others directly through advertising and public service announcements. Indirectly, they promote the interests and careers of recording artists and an array of other personalities.

Broadcast promotion and marketing refers to a station’s efforts to promote itself, and is directed toward the ...