What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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New book on radio advertising by Stan Katz
Stan Katz has released his book, entitled Radio Advertising. A sound investment. 10 key principles for maximising returns, which is out now at booksellers and online at kalahari.com and mybooks.co.za at a recommended retail price of R159.95.
It offers an understanding of how a commercial radio station can generate revenue and profit for itself and advertisers and how to have the right message, in the right place, at the right time, enough times. Readers will learn how many customers an advertiser needs to cover the cost of a campaign; how much to budget for marketing to get a response that delivers a pre-determined return on investment and more.
Katz, as former CEO of Primedia Broadcasting and founding chairman of the National Association of Broadcasters, shares 35 years of experience, distilled into his book that is relevant to all radio people - from radio station managers to students.
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