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| RADIOS NICHE MARKETING REVOLUTION FUTURESELL
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To order this title, and for more information, click here
By
Ashley Herweg
Godfrey Herweg
Description
Radio's niche marketing revolution evolved to address the problems of market fragmentation. These problems are responsible for steep declines
in traditional media revenues. Market fragmentation, happening in every market across the globe, has led marketers and media into the
new era of niche marketing. Mass-marketing strategies are obsolete. Radio, cable (wired and unwired), and television are being forced
to alter the way they present their products, promotions, and marketing strategies.
FutureSell provides radio professionals with
the advanced skills and systems to turn niche marketing into a profitable approach for their own stations.
Your clients don't want to
buy advertising period. They do, however, want to sell their products and services. Your advertisers' markets are also fragmenting. Cutting-edge
companies now seek ways to learn their customers' smallest needs and cater to their customers' perceptions. Yet, very few businesses
or ad agencies know how to conduct niche or one-to-one marketing. With the techniques introduced in this book, you can create new revenue
streams while upgrading your largest advertisers.
The ideas you'll encounter work for multi-national media conglomerates, stations in
small markets, and duopolies in any market size. Owners, group heads, managers, salespeople, programmers, copywriters, and office staff
will gain valuable insight to make their jobs easier and more productive. Radio people, ad agency executives, and advertisers will discover
a money-making glimpse into the future.
Godfrey W. and Ashley Page Herweg are radio management consultants, international seminar leaders,
sales trainers, and researchers specializing in niche marketing and focus group studies. They have successful backgrounds in, radio,
television, and print production, and media buying and sales at the international, national, regional, and local levels. The Herwegs
have owned, operated, and managed radio stations in small, medium, and large markets. The Herwegs have also co-authored, Making More
Money Selling Radio Advertising Without Numbers and Recruiting, Interviewing, Hiring, and Developing SUPERIOR SALESPEOPLE
Audience
Radio station managers and sales professionals. Secondary market in all broadcast media areas as the techniques are transferable; libraries.
Contents
Introduction; Preface; Acknowledgments; Defining Niche Marketing Opportunities; Radio's Role in Niche Marketing; Niche Marketing Research
is Different; Leadership and Niche Marketing; Special Skills for Niche Marketing; The Niche Marketing Manager; Effective Niche Presentations;
A Positive Glimpse into the Future; Conclusion; Suggested Further Reading; Epilogue; Appendix; About the Authors
| Bibliographic details |
Paperback, 288 pages, publication date: JUN-1997
ISBN-13: 978-0-240-80202-2
ISBN-10: 0-240-80202-0
Imprint: FOCAL PRESS
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| Price and Ordering |
Price:
GBP 49
EUR 57.95
USD 66.95
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Books and book related electronic products are priced in US dollars (USD), euro (EUR), and Great Britain Pounds (GBP). USD prices apply to the Americas and Asia Pacific. EUR prices apply in Europe and the Middle East. GBP prices apply to the UK and all other countries.
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Last update: 30 Nov 2009
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