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Article: Advertisers offer advice on selling radio: stations should capitalize on localism and price.(Radio Advertising Bureau conference)(includes related article on sales techniques)
- Article from:
- Broadcasting & Cable
- Article date:
- February 26, 1996
- Author:
CopyrightCOPYRIGHT 1996 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Stations should capitalize on localism and price
Executives from the nation's leading radio advertisers debated radio s key selling points and drawbacks and suggested ways that radio sales staffs could claim a larger share of advertising revenue.
Ad agency reps and advertising directors from Coca-Cola, General Motors, Cadillac and Eckerd Drug Stores delivered their advice to more than 2,000 radio sales executives at the Radio Advertising Bureau's annual marketing leadership conference Feb. 15-18 in Dallas. Combined, these companies spent $200 million on radio advertising last year, according to the RAB's Judy Carlough.
Although he spoke highly of ...