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Here's An Summary of the Book's Contents.

Your Marketing Tool Kit
What your Marketing Plan is supposed to accomplish
The single most important thing to cognize just about Promotions. (It actually is vital. But too galore radio promotion people, salespeople, and clients have not knowing this!)
The seven tools that should be in your Marketing Tool Kit
The four information components you must have before you can begin developing your Marketing Plan
The four elements of your Marketing Plan
The Two Kinds of Advertising (and how they apply to promoting your station)
The Three Success Factors of Direct Mail Campaigns
The Seven Types of Sales Promotions
The Product Placement "Rule of Three"
The Five Most Common Radio Marketing Errors
Telemarketing
Tactic Selection and Implementation
Research as a product development tool
Research as a marketing tool
Product development
Planning For Success: Why not being prepared for a booming promotion can be a formula for disaster (complete with a scary, real-life example from a legendary radio station)
How to support the "buy" without laying waste the station
How To Activity With Your Sales Department
How Programming, Promotions and Sales can and should activity together: Rules and Procedures
General Managers and Promotions - The one thing all GMs should finish doing instantly to improve their stations' promotions!
Focus Groups: What They Can Do; What They Can't Do
Buying Television Advertising
Building a larger audience vs. increasing Time Spent Listening
Building A Marketing Plan
Assigning value to "bonus" promos
Advertising that increases station cume
AAU studies

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