Radio Marketing and Promotions
Unit code: HAM444
|Credit points||12.5 Credit Points|
|Contact hours||3 Hours per Week|
Related course(s)A unit of study in the Graduate Diploma of Arts (Commercial Radio).
Aims and objectivesThis unit of study explores basic marketing concepts from a radio perspective, understanding the key concepts of the business-customer relationship and the role of marketing. The development of teamwork skills and creative problem solving are a critical part of this unit.
ContentMajor topics will include the marketing of a radio station to its clients and audience, the different approaches for selling radio air time and an analysis of the aims of station promotions. Themes to be explored will include positioning a radio station in a competitive media market, strategic planning, and the 22 immutable laws of marketing and their application to radio. There will be detailed study of audience research information gathering and analysis and diagnostic business analysis and advertising techniques.
Reading materialsAyling, G, Rapid Response Advertising, Woods Lane Publishing, Sydney, 1998.
Dickey, L, The Franchise, NAB Broadcasters, 1994.
Drewniany & Jewler, Creative Strategy in Advertising, Wadsworth, 2001.
Johnson, T, Morning Radio (1 and 2), Books Just Books, 2001.
Kotler, P et al., Marketing in Australia, 4th edn, Prentice Hall, Sydney, 1998.
Lynch, J & Gillispie, G, Process and Practice of Radio Programming, University Press of America, 1997.
Mackay, H, Generations, Pan Macmillan, Sydney, 1997.
Ries, A, Focus, Harper Business, New York, 1997.
Ries, A & Trout, J, Marketing Warfare: The Strategy of Marketing, Harper Bus. NY 1993.
Ries, A & Trout, J, Positioning: The Battle for your Mind, Warner, NY, 1981.
Schulberg, B, Radio Advertising, NTC Business Books, Illinois, 1989.
Ries, A & Trout, J, The 22 Immutable Laws of Marketing, Harper Bus., NY 1993.
Warren, S, The Programming Operations Manual, Warren Consulting, 2000.