ABSTRACT
This chapter examines the purpose of promotions and marketing at twenty-first-century radio stations. The idea behind any promotion is to gain listeners and stations have used a variety of methods, ranging from the conventional to the outlandish, to accomplish their goal of attracting listeners. Some promotions have actually led to the death of contestants and there are federal guidelines that stations must follow to conduct contests. Social media—such as Facebook, Twitter, and Instagram—play a pivotal role in twenty-first-century radio promotions. Promotion managers, also known as promotion directors, are responsible for ensuring that promotions are successful by working with the different departments that comprise a radio station to ensure that everyone is on the same page and knows the objectives of the contest. Studies show that listeners are excited to get smaller prizes such as tickets to movies and concerts; radio stations do not always have to give away something expensive such as a new car.
