ABSTRACT
This chapter describes database marketing to find the best prospects for their products and services. The downside for radio stations is that maintaining a current database takes a personnel commitment and a serious financial outlay, which may run as high as $18,000 to $50,000 per year, depending on the number of outside sources who supply information to line. Companies such as Levi Strauss, Cannon, and Saab are diverting large portions of their media dollars to database marketing projects. One of the elementary ways database marketing is being used to create listener relationships is with the Universal Product Code (UPC). Some advertisers will be hesitant to use database marketing. In the marketing situation, image and reminder campaigns did not produce the share-of-customer that database marketing can produce. Most seasoned radio managers were raised in the era of mass marketing. Many radio managers aren't used to dealing with listeners or customers on a one-to-one basis.
