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Books on: □ PR
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Successful Radio and Television Advertising
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Seehafer E.F. Successful radio and television advertising. – New York /Toronto / London : McGraw-Hill Book Company, Inc., 1951. – 557 р.
□ Preface □ Contents
Preface
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E. F. Seehafer J. W. Laemmar Minneapolis, Minn. Chicago, III. December, 1950
Contents
Preface 1. The American System of Radio and Television 2. Radio and Television Stations 3. Radio and Television Networks 4. Coverage and Circulation 5. The Radio and Television Audience 6. Live Talent and Live Music 7. Transcriptions and Transcription Companies 8. Spot Radio and Television Advertising 9. Commercial Radio and Television Writing 10. Selecting and Testing Programs 11. Program Ratings 12. Radio and Television Production and Direction 13. The Advertising Agency 14. Time Buying 15. Regulating Radio and Television Advertising 16. The Retail Radio or Television Advertiser 17. The Retail Radio or Television Advertising Campaign 18. The National Radio or Television Advertiser 19. The National Radio or Television Advertising Campaign 20. Measuring Radio and Television Advertising Sales Effectiveness 21. Building the Radio and Television Audience 22. Merchandising Radio and Television Advertising 23. Selling Radio and Television Time 24. Television–The New Advertising Medium Appendix A: Timing Table for Radio Commercials Appendix B: Radio Station KYSM BMB Report Glossary Index
Chapter 1: THE AMERICAN SYSTEM OF RADIO AND TELEVISION
The world's best radio entertainment–variety, music, news, education, audience participation, serious talks, comedy, dramatics, sports all at the twist of an American radio dial. Snap a switch and all this is yours whether you are dialing a midget bargain-counter special or the latest solid-mahogany combination complete with AM, FM, television, three-speed phonograph, and short wave. Radio signals reach your home regardless of its location–in the swank suburbs, the farmhouse, the city penthouse, the small apartment, or the tenement room. On the move, radio is with you on trains, in planes, in ships at sea, or in automobiles. Portable radios bring listening fare for picnickers, sunbathers on the beach, or last-row sports spectators. Through the American system of commercial radio the poorest man receives what the richest man could not afford to buy. Radio is an extremely democratic channel of information and entertainment. It succeeds or fails on the public's own judgment and taste. The public picks the programs it wants, and, while it may not have complete choice at all hours, its choice is much wider than in almost any other medium. Certainly no foreign system of radio can equal the American system in popular appeal. Other systems of broadcasting throughout the world have been stunted and dwarfed in their development by rigid government control. But in the hands of private enterprise, the American system has developed in a phenomenal manner. And as one of the leading advertising media in the United States, radio is a vital and highly important stimulus to American business. Television has already greatly widened the effective scope of broadcast advertising. We can look for much more from this, the newest of advertising media, since TV is only in its infancy. This book is written to show how the American businessman, large or small, can successfully utilize the American system of radio and television as a vital tool of successful selling.
DEVELOPMENT OF THE AMERICAN COMMERCIAL SYSTEM
Radio broadcasting, as we know it today, stems from discoveries as early as 1729. In that year an English experimenter gathered up the meager threads of prior knowledge and pointed out the difference between conductors and insulators of what we now call electricity. Basic discoveries in the field of magnetism and electricity followed, one investigator contributing additions to the knowledge of another. New facts became known to new thinkers who, in turn, stimulated others. The nineteenth-century development of the telegraph, the telephone, and wireless telegraphy led to the development of wireless telephony shortly after the turn of the twentieth century. During the First World War the armed forces placed great emphasis on the military development of broadcasting, and many unknowns of wireless telephony became the knowns of radio. By the end of the war, radio had grown from the laboratory stage to a point where it was ready to take its place as a new industry. Numerous radio experimenters were on the air, and FCC records indicate that on Jan. 1, 1922, thirty radio stations were licensed in the United States. But the problem of how the broadcasts were to be paid for was still unsolved. The American Telephone & Telegraph Company entered the broadcasting business feeling, for one thing, that radio would supplant wired telephone service. Other early broadcasters were manufacturers who believed that broadcasting activities could be paid for out of the profits they derived from the sales of receiving sets. Numerous other ideas were suggested for financing radio, some of which recommended complete government control. It soon became obvious that radio was no longer a toy but could be used by American businessmen to advertise their goods and services. More important, it became apparent that advertising revenue could support radio stations. The first commercial broadcast in the United States took place on Aug. 28, 1922, over A.T.&T.'s Radio Station WEAF, New York (now WNBG). The broadcast was a sponsored talk from 5:15 to 5:30 p.m. by Mr. H. H. Stockwell of the Queensborough Corporation, promoters of the Jackson Heights real estate development on Long Island. The program consisted of a solid 15-minute commercial, extolling the virtues of the development. Other early radio advertisers included American Express, Browning King, Gimbel Brothers, Goldwyn Picture Corporation, R. H. Macy, Metropolitan Life Insurance Company, and I. Miller & Sons. The majority of early commercial programs were in the form of straight talks, like the first commercial broadcast of the Queensborough Corporation. "The daily record sheets of WEAF disclose the fact that the commercial musical program was originated by Gimbel Brothers of New York on March 1, 1923 and was continued by this firm in a noteworthy series of concerts and recitals for nearly two months before Browning King began their famous Wednesday Night Dance series on April 25, 1923".2 "The first feature to be handled on anything approximating a national basis was the broadcast of the Victor Company on New Year's night, 1925, at which time a large number of stations were linked temporarily to the WEAF network to carry the program".3 Out of such early beginnings developed the American system of commercial radio.
THE NEED FOR REGULATION
When the Titanic sank in 1912, the ship was fully equipped with wireless transmitting and receiving equipment. However, iceberg warnings and later rescue operations were hindered because numerous interfering wireless transmitters, especially those of amateurs, were filling the air with Morse code. To prevent the recurrence of such a tragedy, Congress passed the Radio Communications Act of Aug. 13, 1912. The act required all transmitting stations to obtain licenses from the Department of Commerce. (Earlier, Congress had given the Interstate Commerce Commission control over telegraph, telephone, and cable companies sending messages in interstate or foreign commerce by wire . or wireless.) However, licensing under the act of 1912 was a mere matter of registration. The Department of Commerce was inadequately staffed to handle the problems of stations shifting from their assigned frequency to another, stations increasing their power without authority, and other complications. Broadcasters with considerable sums invested in radio equipment demanded a strong government arm to prevent "the piracy of the air waves". The situation became acute as more and more broadcasters went on the air. By Mar. 1, 1923, there were 556 stations on the air, and on Feb. 23, 1927, the official count was 733. The Radio Act of 1927 established the Federal Radio Commission, which took over regulation from the Department of Commerce on Feb.
1 Archer, G. L., History of Radio (American Historical Society, New York, 1938), p. 289. 2 Ibid., p. 290. 3 Hettinger, H. S., A Decade of Radio Advertising (University of Chicago Press, Chicago, 1933), p. 107…"
The full text of the book can be found at bookstores, e-bookstores and libraries.
Вернуться к содержанию Каталога книг о рекламе, PR и СМИ. |
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See also: Profitable Newspaper Advertising Make the Sell. How to Sell Media with Marketing
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