If you're in radio sales, or want to be, this IS THE BOOK you'll want to build your knowledge with. If you purchase radio advertising, this book will help demystify the medium.

As a former radio sales manager,I purchased and gave this book to my sales staff. I wanted them to be equipped with the best knowledge available--this book contains that knowledge.

In my collection of books on and about radio, RADIO ADVERTISING is at the top of my list of recommended books about the subject. There just isn't a better volume available. Don't forget-if you purchase the book for self-education, for use in your career or business, you can write it off as a business expense. Well worth YOUR INVESTMENT IN YOURSELF!

3 of 3 found the following review helpful:

Valuable Reference Book for Small Businesses  Jun 01, 2002
Too often, small business owners spend significant portions of their budgets on advertising but, since they can't afford professional advertising agencies, they're forced to make their own local market buys and they're also responsible for making sure the air time/ad space they buy relates an effective message about their product or service.

Guerrilla Marketing and the Wizard of Ads series' provide excellent overall marketing ideas for small business owners. However, "Radio Advertising" provides practical advice pertaining specifically to radio advertising -- from writing copy to generating public service announcements and news time.

Media sales professionals shold also own a copy of this book because it can spark an idea for an effective campaign and it also is a great tool to leave behind for a prospective client -- how the sales professional works, how radio can and should work and whether or not radio is an appropriate fit for the prospect.

7 of 7 found the following review helpful:

The Best Reference for Radio Advertising  Jul 22, 2000
This book I found to be not only complete but also incredibly informative. I have personally done a tremendous amount of radio advertising, and I found this book to be very useful in actually obtaining a successful result from my ads. This book will not only give you exact tips on how to compile the contents of your radio advertising campaign, but also provide you with details on how the industry itself works. This book is fantastic and extremely useful to any business owner seeking to get into promoting their company or activity on radio without making it a losing game. I found this book to be truly the authoritive text on the subject and quite unmatched by any other text in the industry. A definite key reference for any serious advertiser's library.

Great Information for College Project  Mar 22, 2000
I ordered this book from Amazon, which I received three days later, and must stop here for a moment to say that not only was it very informative and just what I was looking for, but I was also very interested from cover to cover. Pete Schulerg does a great job of wrapping SO many areas together, and I feel I learned a great deal about the workings of radio advertising with the help of this book. I am confident the project I am turning in on this subject will get an "A"...Thank You!

3 of 3 found the following review helpful:

Add depth and insight to your radio selling.  Mar 13, 2000
Of all the trade journals, training manuals, industry insight, management tutoring, mandatory meetings and corporate ya-ya I've endured while selling radio, the straight-forward information contained in this book is more helpful then all of that stuff - combined.

Spell Bruce Sprinsteen's name correctly on page 61, and you've got a masterpiece.