ABSTRACT
Broadcasters love to receive great books such as the BBM in Canada and the Arbitron in the United States. They wait for magic numbers to bring them good fortune and a little fame. Today, fragmenting markets and the explosion of media choices are forcing the radio industry to seek a different kind of great book and a radically different approach to media sales. In an age of modems, computers, and fax machines people tend to be brief, concise, and to-the-point. An ad agency media planner needed some promotional ideas for May through September for an auto dealer client. The radio station's sales manager asked Hope, the sales rep, to see if the client would consider giving away an Isuzu Trooper. The sales rep goes on to encourage a conversation comparing the survey results with the dealership's experiences. The advertising rep is trying to uncover any objections before continuing.
