Radio Advertising: The Authoritative Handbook

by Bob Schulberg and Bob Schulberg -

Book Overview

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... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0844231304
• ISBN13: 9780844231303
• Release Date: January 1988
• Publisher: NTC Business Books
• Length: 205 Pages
• Weight: 1.30 lbs.
• Dimensions: 0.9" x 6.3" x 9.3"

Customer Reviews

The Definative Book On Radio Advertising

As a former General Sales Manager in Radio, with 30 plus years experience, I can attest to the value of this book. Both of the authors are radio veterans and know the business inside and out.If you're in radio sales, or want to be, this IS THE BOOK you'll want to build your knowledge with. If you purchase radio advertising, this book will help demystify the medium.As a former radio sales manager,I purchased and gave this book to my sales staff. I wanted them to be equipped with the best knowledge available--this book contains that knowledge.In my collection of books on and about radio, RADIO ADVERTISING is at the top of my list of recommended books about the subject. There just isn't a better volume available. Don't forget-if you purchase the book for self-education, for use in your career or business, you can write it off as a business expense. Well worth YOUR INVESTMENT IN YOURSELF!

Valuable Reference Book for Small Businesses

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.

The Best Reference for Radio Advertising

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.

Add depth and insight to your radio selling.

Of all the trade journals, training manuals, industry insight, management tutoring, mandatory meetings and corporate ya-ya I've endured while selling radio, the straight-forward information contained in this book is more helpful then all of that stuff - combined. Spell Bruce Sprinsteen's name correctly on page 61, and you've got a masterpiece.

The Definative Book On Radio Ad Sales

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.