Radio Advertising (Ntc Business Books) [Hardcover]

Peter Schulberg (Author), Pete Schulberg (Author)

Book Description

Series: Ntc Business Books | Publication Date: January 1996

With [Bob Schulberg's] death, radio lost a brilliant advocate and a good friend. Fortunately, Bob's gifted son, Pete, knows a lot about broadcasting, too both as a broadcast newsman and a newspaper journalist covering the media. Pete has picked up where his dad left off, bringing the book up to date with a skill and thoroughness I know Bob would be proud of. Good writing runs in the Schulberg family. Radio is magic all right. And the Schulbergs, Bob and Pete, explain how the magic works. "This is required reading for all broadcasters and all sales people in all markets and formats. -- Rocky Blumhagen Station Manager KGON/KNRK Portland, OR ""Radio Advertising: The Authoritative Handbook" is a must read for both neophytes and veterans of the broadcasting business." -- Jerry Feniger Managing Director Station Representatives Association "The apple doesn't fall far from the tree! Pete Schulberg has undated his father's classic work for the cyberspace era, producing a wholly contemporary book that retains the first edition's clear, readable presentation of those fundamentals essential to every broadcaster and advertising professional. "Radio Advertising" is worthwhile reading for students and newcomers to the business as well as seasoned pros who are looking for new ideas on how to use radio more effectively. This book is a winner!" -- Roger Baron Vice President, Director of Media Research Foote, Cone & Belding

Editorial Reviews

From the Back Cover

The publication of this all-new edition of Bob Schulberg's classic Radio Advertising: The Authoritative Handbook couldn't be better timed. In an era when every business executive is talking about "getting closer to your customers," more and more advertisers have turned to radio--often called the "ultimate personal medium"--as the most effective and efficient way to sell their products and services. Advertisers spend more than $10 billion per year on radio advertising. The key to getting the biggest payback on that investment, of course, is knowing how to do it profitably. And that's what makes Radio Advertising: The Authoritative Handbook so useful and so important. It covers all the traditional methods and approaches, and it also gives the insider's view of all the new developments--the new numbers, the new strategies, and the new tactics--that continue to make radio advertising the most effective advertising medium around. Included is practical guidance for:

• Choosing the right format for what you are selling
• Segmenting markets effectively
• Buying and selling time
• Creating advertising that works for you and your products
• Using direct response
• Getting the most out of co-op dollars
• Making sense out of ratings
• Integrating radio advertising into all of your communications plans

In the foreword to the first edition of this book, noted commentator Charles Osgood said: "What makes radio such a terrific 'telling' medium also makes it a terrific 'selling' medium. Nobody understands this better than Bob Schulberg." This new edition continues that tradition.

Product Details

• Hardcover: 256 pages
• Publisher: McGraw-Hill Companies; 2 Sub edition (January 1996)
• Language: English
• ISBN-10: 0844231185
• ISBN-13: 978-0844231181
• Product Dimensions: 9.1 x 6.1 x 1 inches
• Shipping Weight: 1.3 pounds
• Average Customer Review: 4.5 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Best Sellers Rank: #824,908 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

11 of 12 people found the following review helpful:

5.0 out of 5 stars The Definative Book On Radio Ad Sales, November 14, 1998

By A Customer

This review is from: Radio Advertising (Ntc Business Books) (Hardcover)

I personally know both of these men. As a former GSM, involved in radio sales for 23+ years, I've read almost every book available on the subject. Radio Advertising is easily one of the most complete books on the subject. It's filled with the practical advice that works and more importantly, makes sense. Each chapter can be used as a sales staff training unit. Whether you're a wet-behind-the-ears novice or a seasoned pro, Radio Advertising by Schulberg is one of the best resources you can avail yourself of. It's a college level education for the price of a book. Invest in yourself, your industry and your success. Purchase a copy, read it, practice it's advice and prosper in the art of radio advertising sales.

7 of 7 people found the following review helpful:

5.0 out of 5 stars The Best Reference for Radio Advertising, July 22, 2000

By 

Michael Delaware - See all my reviews

This review is from: Radio Advertising (Ntc Business Books) (Hardcover)

This book I found to be not only complete but also incredibly informative. I have personally done a tremendous amount of radio advertising, and I found this book to be very useful in actually obtaining a successful result from my ads. This book will not only give you exact tips on how to compile the contents of your radio advertising campaign, but also provide you with details on how the industry itself works. This book is fantastic and extremely useful to any business owner seeking to get into promoting their company or activity on radio without making it a losing game. I found this book to be truly the authoritive text on the subject and quite unmatched by any other text in the industry. A definite key reference for any serious advertiser's library.

4 of 4 people found the following review helpful:

4.0 out of 5 stars Valuable Reference Book for Small Businesses, May 31, 2002

By 

Ms. Tracy L. Winchell (Fort Smith, AR USA) - See all my reviews
(REAL NAME)   

This review is from: Radio Advertising (Ntc Business Books) (Hardcover)

Too often, small business owners spend significant portions of their budgets on advertising but, since they can't afford professional advertising agencies, they're forced to make their own local market buys and they're also responsible for making sure the air time/ad space they buy relates an effective message about their product or service.

Guerrilla Marketing and the Wizard of Ads series' provide excellent overall marketing ideas for small business owners. However, "Radio Advertising" provides practical advice pertaining specifically to radio advertising -- from writing copy to generating public service announcements and news time.

Media sales professionals shold also own a copy of this book because it can spark an idea for an effective campaign and it also is a great tool to leave behind for a prospective client -- how the sales professional works, how radio can and should work and whether or not radio is an appropriate fit for the prospect.