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Calidad Revistas Científicas Españolas
VOL.
13(1)/
2000
Author / Antonio VIRGILI RODRÍGUEZ Master en Media Management (University of Missouri). Doctor en Comunicación (Universidad de Navarra), con una tesis sobre gestión de empresas de radio.
Article / Radio Sales Management: a Proposal

Abstract /

This article analyzes different types of radio sales management. First of all, it classifies advertisers according to their buying behavior. Secondly, it describes the different sales relationships between radio sales representatives and advertisers. And finally, it maintains that two strategies are prevalent in radio sales management: sell for market share and sell for profits. Both use radio advertising offer in different ways. Sell for market share looks mainly for increasing revenues; sell for profits tries to increase revenue, but also it takes account of how advertising is sold. Rate integrity, personal selling, and even the type of advertiser are different in this two types of radio sales management strategies.

Keywords /

Radio, Advertising, Management

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