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Books on:



Mass Media









Broadcast Advertising and Promotion






Bergendorf F.L. Broadcast Advertising and Promotion. – New York : Communication Arts Books, Hastings House Publishers, 1983. – 437 p.










1. Introduction

2. The Scope of the Job

3. A Brief History

4. The Broadcasters Promotion Association



5. Different Titles

6. Job Responsibilities.

7. The Promotion Director's Staff

8. Promotion and The Management Team

9. Promotion and The Outside Team

10. The Promotion Director as Manager/Creator



11. Research and Ratings

12. Budget Planning

13. Motivational Techniques

14. Advertising

15. Media Selection and Buying

16. On Air Promotion

17. Publicity

18. Station Promotions

19. Sales Promotion



20. Promoting Public Broadcasting

21. Marketing Cable Television

22. Identity Changes and Anniversaries




1. Audience Promotion: Station Press Kit, WLS-TV

2. Image/Audience Campaign: KNX Newsradio

3. Low Budget Radio Audience Promotion: WNYR

4. Low Budget Promotion, TV Special: WTTV

5. Community Involvement: WJBC Radio

    Community Involvement: WMAL, WMAL-AM, Radio

6. Radio Format Change & Campaign: KBIG-FM

7. Community Service, Radio: BZ Living Campaign

8. Radio Station Awareness/Audience Promotion: CJOR/60

9. Fall Season Campaign–Public Television: WWVU-TV

10. Audience Promotion, Total Campaign–Radio WLOO-FM




Appendix I. Useful Forms

Appendix IІ. Broadcast Promotion Curriculum

Appendix IІІ. BPA Resource Center Catalog and Index





A career in broadcast advertising and promotion is exciting, stimulating, challenging, fast-paced, constantly varied and rewarding.

Radio and television stations are on the cutting edge of a modern society characterized by change, new trends, fascinating discoveries and daily news developments of local, national and international significance. Most people get their news from the broadcast media. Working at the source of this constant flow of information is stimulating. It is also a big responsibility for everyone involved. The engineer helping to put on the broadcast, the salesman selling commercial time, the producer responsible for program content and the Promotion Director telling the public where to find the station and its programming, all share in the responsibilities to listeners and viewers, working in an environment of rewarding excitement.

Creative, energetic, productive people are attracted to broadcasting. These qualities are essential for success in many areas of this unique industry. Working with actors, directors, producers, artists, reporters and other promotion executives stimulates one's best efforts.

This era is one of rapid technological change. To broadcasters in the Eighties, change means constant new opportunities to improve the techniques of bringing images and sounds to the home viewer and listener. With these new opportunities come many challenges for broadcast Promotion Directors to prove their abilities. Old strategies must be adapted to new situations. New ways to do the job must be found.

The challenges are especially significant to the Promotion Director because this professional helps shape the viewing and listening patterns of thousands, tens of thousands, even millions of people. Promotion efforts create public awareness of programs which can entertain, improve and enrich lives. The position is one of power, influence and responsibility.

Further, as the person chiefly charged with creating public perception of the station's image and attracting new viewers and listeners, the Promotion Director shares with programmers and sales people the responsibility for generating station income, making more and better programs possible, and enabling the station to meet its payroll and, as in regards to commercial stations, make a profit.

The broadcast Promotion Director's job is a multi-faceted one, as the pages ahead clearly show. Functions range from supervisory and planning, to creative, to public relations–all usually intermingled throughout each working day.

The Promotion Director might start the morning working on plans for next year's budget; then supervise the creative design of an ad layout with the station's art director. Later in the morning a meeting with a music production expert who is working on a new station jingle might take place. Next on the agenda could be lunch with a network star and the town's top newspaper critic. In the mid-afternoon there may be studio time allotted for on-air promotion production work, and the late afternoon might include a staff brainstorm session on ideas for a Fall season preview party, or an upcoming contest. At six p.m. a late meeting with the News Director to review themes for the next news campaign ends the day… almost. At seven, the Promotion Director is on the way home, with the unfinished budget that started off the day in a briefcase for work at home.

Broadcast promotion is not a field that lets one relax. And it certainly is not routine. The pace is demanding, the hours can be long, and the scope of activities broad. But the constant challenges bring rewards – both emotional and financial – to those who can successfully meet them.

In addition, the job is personally broadening by requiring up-to-date knowledge of trends, fashions, lifestyles, news developments, and the activities and habits of people throughout the community. Creative ideas that are current, fresh and appropriate are essential.

Finally, personal leadership qualities must be developed and exercised. The best creative efforts of others must be elicited and shaped to effective promotional purposes. Patience, tolerance, sound judgment, an outgoing personality, wit or sense of humor, a genuine liking of people, and plenty of self-confidence are ail important qualities of a successful Promotion Director.

This 1 land book is designed to thoroughly explain the varied activities of a broadcast promotion professional. Included are general principles, specific examples, illustrations, and unique situations drawn from the experiences of professionals in the field. Numerous members of the Broadcasters Promotion Association (BPA), the international professional association of broadcast Promotion Directors, have contributed to its writing by supplying expertise, specific examples, case histories and visual materials.

In addition, other resources are provided to which the reader can turn for help in solving specific kinds of advertising, promotion and publicity problems.

This first Part includes definitions of basic terms and a brief survey of the history of broadcast promotion.

The second Part examines the Promotion Director's job–from titles and responsibilities to relationships with others at the station and at networks and ownership groups.

Part Three includes a study of the complexities of motivating human behavior–invaluable background for the creation of written and visual material necessary to advertise, publicize and promote. It also examines in detail the basic skills needed to do the jobs: knowledge of ratings and research, advertising, publicizing, promoting, and planning.

Part Four provides insight into how to cope with unusual challenges which may arise. And for those interested in careers in public television or radio, or with cable or syndication companies, this section also looks at the unique demands on Promotion Directors of these kinds of organizations.

Part Five looks at various major tasks a Promotion Director must perform by presenting case studies of specific station's activities.

The concluding section, Part Six, looks at the future of broadcasting, and what the Promotion Director's role might be.

No text can cover all the creative possibilities that a job in broadcast promotion offers, nor all the unique situations that arise to tax one's abilities. But this book does provide a solid understanding of the basics of the Promotion Director's job, and the jobs of promotion support personnel, along with a wealth of creative suggestions and places to turn for more information.

Finally, for the professional already in the field, this handbook can serve as an invaluable reminder of the basics of the profession, and an indispensable training guide for new staff members.

Welcome to the fascinating and challenging world of the broadcast Promotion Director!"


The full text of the book can be found at bookstores, e-bookstores and libraries.


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See also:

Effective Frequency

Cases in Advertising

Advertising Media Sourcebook

Books on Advertising

Books on PR

Books on Mass Media