1. False. It is more difficult; however, stations targeting a specific audience, such as sports stations, don't need the numbers as much in order to sell. I sold advertising for 8 years for a Christian station that had no numbers! It CAN be done.
2. I'm not familiar with this term but I'd imagine this is probably true.
3. False. Program directors deal with programming, scheduling and the overall on-air product. General managers deal with FCC rules and regulations, compliance and other ieesues not generally related to on-air unless rules/regulations are involved. the average PD would know very little about dealing with these issues.
4. False. The idea is to maximize the impressions and the call to action.
5. True. Flights generally produce better results than buying just a few ads.
6. Howard kind of does whatever he wants. The right thing to do is to honor the advertiser's requests as much as possible, as a general rule. After all, someone's got to sell something in order for Howard to receive a paycheck.
7. I'm not in a PPM market so I'm not quite sure! The station's signals are encoded so that *hopefully* the results are accurate. I know there have been some recent problems with false diaries, for example. Of course, if the PPM is accurate, and the owners don't like the results, then all of a sudden the PPM method is flawed. They love the PPM when their numbers are good and trash it when they're low!
8. Not always. PM drive quite often has a higher audience total than the morning, contrary to public opinion.
9. True. Althogh there are other companies getting into audience measurement, Arbiton pretty much dominates at this point.
10. False. Their only desire is to do whatever it takes to increase revenue. The desire to serve the listener is not as high up the list as one might think.
11. True for the most part. Stations running brokered programming or Christian stations often depend more on the program sponsorship model more.
12. I don't know enough about TV to respond.
13. I've never sold by a grid system, so I'm not sure. However, I believe that this would most likely be true. I've seen the grid system but it was not feasible for the small daytimer AM station I sold for.
14. True. the reps help bring in regional and national business for a percentage, as a general rule.
15. False. Being a professional means at least looking decent. I sold almost totally via direct mail and phone during the same time I was on the air so it didn't matter as much in my case. I generally wore sharp casual style outfits and that seemed to work just fine.
Great questions!
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