The Basics of Sales Promotion

Marketing a station is like asking potential listeners to make a buying decision: you want them to buy into your station and spend time with it. Radio promotions are one way to create station awareness that can lead listeners to make that decision.

Have a definite objective for every promotion under consideration. All promotions on your station should fulfill at least one or more of the following:

  1. Cume Growth
  2. Expanded time spent listening
  3. Image enhancement
  4. Generate sales revenue

Determine how much extra advertising revenue will be generated when selling a sales promotion to the client. Many stations calculate the price of every promo, which becomes part of the sales promotion package. Determine how much extra advertising revenue will be generated when the station conducts a sales promotion. Keep reading more