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1 The Challenge
The Radio Salesmans Equipment
The Radio Salesman and His Product
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A. C. Nielsen adver advertiser's advertising agency advertising medium audience promotion average basic better black-and-white broadcast budget buyers call letters campaign channel number CHAPTER circulation client color television commercials contract copy cost cost per thousand coverage map develop dial position direct mail effective film gram handling important kinescope listening magazine ment merchandising national accounts national advertisers National Broadcasting Company national spot newspaper Nielsen Nielsen ratings number of homes offer on-the-air promotion period prestige promotion department promotional announcements prospect radio and television radio salesman radio station rate card reach sales manager sales manager's sales points sales presentations sales promotion sales staff sold specific sponsor station breaks station sales station's coverage area studio surveys talent tele television advertising television salesman television stations television's telops tion tisers trade UHF station vertising viewers WPTZ WXXX