[cr-india] Participative Marketing for Local Radio

[George Lessard]

Participative Marketing for Local Radio

Developed by: AudienceDialogue.org
Type of resource: website
Target audience: General
Cost: Free access

Participative marketing is a new term for what is probably a very old 
concept: that marketing is not just something that big corporations 
do to consumers, but something that everybody does when engaged in 
any kind of purposeful activity. What's new about the idea of 
participative marketing is that it deliberately weaves a strong web 
of relationships to bring people together for a common purpose. If it 
works properly, there's no exploitation, but a filling of mutual 
needs. Read most of the chapters of Dennis List's new book, 
Participative Marketing for Local Radio on Audience Dialogue website.

  http://www.audiencedialogue.org/pmlr.html


Contents

Introduction

Chapter 1: Marketing for radio
Four views of marketing
For radio, marketing is different
Stakeholders in radio
Product and market orientation
The three goals for a radio station
The three-legged model of funding
Marketing and community development
Using all aspects of marketing

Chapter 2: Audience concepts
Sources of data
Measures of radio audiences
Target audiences

Chapter 3: Research findings
Findings about radio in general
Findings about time use on radio
Findings about stations
Findings about programs

Chapter 4: Program strategy
Targeting the whole population
Station format and positioning
Marketing and programming
Building a community of listeners
Becoming the community's voice

Chapter 5: Publicity and promotion
The need for a memorable name
On air publicity
Off air publicity
Printed publicity
Cultivating word of mouth
The importance of a long-term view
Sharing publicity

As an incentive for people to buy the book, chapters 5 and 6 are not 
available online!

Chapter 6: Advertising and sponsorship
Formats for commercial messages
Content and focus of messages
Scheduling commercial messages
How to advertise on radio
Setting advertising rates
Making the sales
Organizing for broadcast

Chapter 7: Funding from listeners
On air appeals
Off air appeals
Subscribers
Special events

Chapter 8: Funding from grants
Regular government funding
Funding from NGOs
One-off grants
Corporate sponsorship
Program theory

Chapter 9: Selling programs and airtime
Program sales
Access to airtime
Facility hire

Chapter 10: Internal marketing
Marketing with volunteers
Communicate as much as possible
Conflict management

Chapter 11: Beyond radio
Sound recordings
Radio in print: newsletters and program guides
Radio and email
Radio and the Web
 From radio station to telecentre

Chapter 12: Making it happen
Managing your marketing
You need a marketing plan
Affordable audience research
Setting up systems
Conclusion: above all, marketing needs creativity
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Via / By / Excerpted / From / Tip from / Thanks to:

http://www.itrainonline.org/itrainonline/english/community_radio.shtml


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