E-book Category: Business E-book Title: TACTICAL RADIO PROMOTIONS Author: Dan Garfinkel Book Description: Here's An Overview of the Book's Contents.
Building A Marketing Plan
Your Marketing Tool Kit
Tactic Selection and Implementation
How To Work With Your Sales Department
What your Marketing Plan is supposed to accomplish
The four elements of your Marketing Plan
The four information components you must have before you can begin developing your Marketing Plan
The seven tools that should be in your Marketing Tool Kit
Research as a marketing tool
Product development
Research as a product development tool
AAU studies
Focus Groups: What They Can Do; What They Can't Do
The Two Kinds of Advertising (and how they apply to promoting your station)
Advertising that increases station cume
The Seven Types of Sales Promotions
The single most important thing to know about Promotions. (It really is vital. But too many radio promotion people, salespeople, and clients have not learned this!)
Building a larger audience vs. increasing Time Spent Listening
General Managers and Promotions - The one thing all GMs should stop doing immediately to improve their stations' promotions!
The Three Success Factors of Direct Mail Campaigns
Telemarketing
The Product Placement "Rule of Three"
Buying Television Advertising
The Five Most Common Radio Marketing Errors
How Programming, Promotions and Sales can and should work together: Rules and Procedures
How to keep the "buy" without ruining the station
Assigning value to "bonus" promos
Planning For Success: Why not being prepared for a successful promotion can be a recipe for disaster (complete with a scary, real-life example from a legendary radio station)
