โ Scribed by C. H. Sandage
No coin nor oath required. For personal study only.
FOREWORD
PREFACE
CONTENTS
CHARTS
PART I. INTRODUCTION AND SUMMARY
CHAPTER I. Introduction
CHAPTER II. Summary and Conclusions
PART II. RADIO AS A LOCAL ADVERTISING MEDIUM
CHAPTER III. Extent and Character of Radio Use by Local Business Firms
CHAPTER IV. Radio as a Medium for Selling Specific Merchandise
CHAPTER V. Radio as a Builder of Goodwill and Store Traffic
CHAPTER VI. Factors Making for Success or Failure
PART III. GUIDES FOR EFFECTIVE RADIO USE
INTRODUCTORY STATEMENT
CHAPTER VIII. The Radio Program
CHAPTER IX. Spot Announcements
CHAPTER X. The Commercial Message
CHAPTER XI. The Radio Station
CHAPTER XII. Advertising Agencies and Other Service Organizations
PART IV. RADIO AS A REGIONAL ADVERTISING MEDIUM
CHAPTER XIII. The Regional Advertiser
INDEX
๐ SIMILAR VOLUMES
Cover-title
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 journalist covering the media. Pete has picked up where his dad left off, bringing the book up to date
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A comprehensive guide for advertisers, advertising agencies, and people who want to sell them time on the radio. Schulberg, with a long career in the radio business, spices up the text with anecdotes and humor. He outlines radio's history and technology, then explains such matters as ratings, creat