ABSTRACT
Promotion of a radio station can be described as having, essentially, three possible purposes: (1) to recycle or extend the listening of the station’s audience, thus building the station’s audience share; (2) to attract new listeners, thus building the station’s cumulative ratings; or (3) to establish and enhance the station’s image and listener expectations without a specific immediate rating goal. (If a specific audience-building goal is set for a promotion, one of the first two types of promotional efforts will be required to achieve that goal.)
