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title:
Marketing community radio
author(s):
year:
2002
edition:
2nd ed.
place:
Melbourne
publisher:
pages:
40 p.
collation:
illustr.
comment:
"The manual gives a brief overview - not extensive instructions - of the different aspects of marketing in community radio stations, such as market research, promotions and local sponsorships. Unlike other publications, it does not focus much on fundraising and sponsorships, but includes methods, examples, ideas and concrete guidelines for achieving financial sustainability of community radio stations. "Marketing Community Radio" is not a guideline for developing countries, but it places strong emphasis on local marketing opportunities in general, like sales of airtime to local businesses, cooperation with local enterprises for mutual promotional actions, fundraising through individuals or local and national institutions, or even through "radiothons". Moreover, the publications contains a few lists of the "Do's" and "Don'ts" that should be considered in the process of selling radio airtime, as well as appendices with a marketing audit containing questions to evaluate your marketing plans and efforts. Additionally, the manual gives examples of the advantages that community radio stations can offer, eg, an attentive audience, an attractive timeframe for advertising without much competition, lower costs than TV and/or newspaper advertising, greater targetability, etc." (CAMECO-JF)
topics:
publ.type:
signature:
E-Lib
online:


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