The Manager's Duties And Responsibilities

A primary objective of the station manager is to operate in a manner that generates the most profit, while maintaining a positive an productive attitude among station employees. This is more of a challenge than it may seem at first, claims radio broadcaster Cliff Shank."In order to meet the responsibility that you are faced with daily, you really have to be an expert in so many areas: Sales, marketing, finance, legal matters, technical, governmental, and programming.

FORMS OF RADIO COMMERCIALS

No matter which type of commercial is being used, form must be considered. The time avaolable governs the choice of form, but it dose not rule out any the following. Combinations of the different forms may be used :

Straight Selling or Description
This is the most common and most widely used. Principal advantages are directness and unified development of a single appeal. It depends on the announcer and "copy for the ear." A question often raised is "Should the announcer give the commercial as his personal recommendations." The practice on most station is for the announcer not to do so in regular staff work, but he may be permitted to do so on "personality shows." Statements such as, "Come to our store" and "We have been doing business in the same location" tend to confuse the station and sponsor relationship. The usual practice is to avoid them unless they are phrased as quotations from the sponsor.

Testimonial
This may be a personal recommendation by the program star, announcer, or guest, or a quotation from a celebrity or "satisfied user." Testimonials can impart additional impact, due to the feeling of gratitude many listeners have. They may try a product recommended by a radio "friend" the announcer or the star. If this appeal is not tactfully presented it may include a negative reaction. The indirect methode is used by many comedians.

Education
This Form may be used when the writer is using reason why appeals. A writer on advertising, Albert W. Frey, says that educational commercials "provide information for consumer who does deliberate before he makes a purchase, comparing values and weighing pros and cons...They are most used in the advertising of products which are rather high in price...and consumed only over a relatively long period of time."


Multivoice
This may consist of a series of alternate coices in climactic arrangement; a question-andanswer frame which permits an abrupt beginning; a device for pinpointing attention on a slogan or phrase; or reinforcement through repetiion.

FORMS OF RADIO COMMERCIALS

No matter which type of commercial is being used, form must be considered. The time avaolable governs the choice of form, but it dose not rule out any the following. Combinations of the different forms may be used :

Straight Selling or Description

This is the most common and most widely used. Principal advantages are directness and unified development of a single appeal. It depends on the announcer and "copy for the ear." A question often raised is "Should the announcer give the commercial as his personal recommendations." The practice on most station is for the announcer not to do so in regular staff work, but he may be permitted to do so on "personality shows." Statements such as, "Come to our store" and "We have been doing business in the same location" tend to confuse the station and sponsor relationship. The usual practice is to avoid them unless they are phrased as quotations from the sponsor.

Testimonial
This may be a personal recommendation by the program star, announcer, or guest, or a quotation from a celebrity or "satisfied user." Testimonials can impart additional impact, due to the feeling of gratitude many listeners have. They may try a product recommended by a radio "friend" the announcer or the star. If this appeal is not tactfully presented it may include a negative reaction. The indirect methode is used by many comedians.

Education
This Form may be used when the writer is using reason why appeals. A writer on advertising, Albert W. Frey, says that educational commercials "provide information for consumer who does deliberate before he makes a purchase, comparing values and weighing pros and cons...They are most used in the advertising of products which are rather high in price...and consumed only over a relatively long period of time."

Multivoice

This may consist of a series of alternate coices in climactic arrangement; a question-andanswer frame which permits an abrupt beginning; a device for pinpointing attention on a slogan or phrase; or reinforcement through repetiion.

FORMS OF RADIO COMMERCIALS

No matter which type of commercial is being used, form must be considered. The time avaolable governs the choice of form, but it dose not rule out any the following. Combinations of the different forms may be used :

Straight Selling or Description

This is the most common and most widely used. Principal advantages are directness and unified development of a single appeal. It depends on the announcer and "copy for the ear." A question often raised is "Should the announcer give the commercial as his personal recommendations." The practice on most station is for the announcer not to do so in regular staff work, but he may be permitted to do so on "personality shows." Statements such as, "Come to our store" and "We have been doing business in the same location" tend to confuse the station and sponsor relationship. The usual practice is to avoidm them unless they are phrased as quotations from the sponsor.

Testimonial
This may be a personal recommendation by the program star, announcer, or guest, or a quotation from a celebrity or "satisfied user." Testimonials can impart additional impact, due to the feeling of gratitude many listeners have. They may try a product recommended by a radio "friend" the announcer or the star. If this appeal is not tactfully presented it may include a negative reaction. The indirect methode is used by many comedians.

Education
This Form may be used when the writer is using reason why appeals. A writer on advertising, Albert W. Frey, says that educational commercials "provide information for cinsumer who does deliberate before he makes a purchase, comparing values and weighing pros and cons...They are most used in the advertising of products which are rather high in price...and consumed only over a relatively long period of time."

BASIC THEORY OF THE PUBLIC INTEREST

In interpreting the public interest clause, the radio has at various time set fort the following principles : (1). The Right of the public to broadcast service is superior to the right of any individual to use the ether. (2) broadcasting must be maintaned as a medium of free speech for the people as a whole. (3) Radio station have a definite responsibility to provide a reasonable amount of broadcast time for controversial public discussion. In programming susch discussion, the broadcaster must avoid one-sidedness and observe overall fairness. The right of the public to be informed of different opinion in important matters of public controversy is the dominant consideration. (4). Licences must maintain control over the programming of their own station, and may not surrender their program responsibility by contract or otherwise to network, advertising agencies, or other program-producing organization.(5) Radio station must be responsive to the needs and interests of the communities in which they are located. (6). Radio Stations may not be used exclusively for commercial purposes.They must use some of their broadcast time for sustaining programs and must avoid advertising excesses which offend good taste. (7). Radio stations are expected to abide by their promises of program services unless exceptional circumstances supervene.

ADVERTISING AGENCIES

The formulation and management of advertising campaign is distinctively the function of advertising agencies. These agencies are hired by advertisers to advise them on promotional matters and to plan and execute advertising campaigns. The size of an advertising agency depends upon the mumber and size of accounts it handles. The agency receives its income from the advertising media in which it places its client's advertising. Radio station pay an advertising agency 30 percent of the gross amount of the time purchase the agency make in behalf of its client. The Agency is also generally entitled to add 30 percent for itself to all bill submitted to its client for program and production costs.

Agency Organization

Large advertising agencies are equipped to handle all types of advertising in all the mass communication media. To handle this work, an agency employs a staff of skilled personnel, among whom are found the following : (1) Account executive, who supervise the activities of major advertising accounts and maintain liaison between the agency and the client's advertising manager. The account executive is responsible for the general supervision of all advertising placed by his agency in behalf of his client. (2) Media specialists, including time and space buyers, who are closely acquainted media services have now come into being which are able to supply spot buying service to advertisers and to agencies that do not want the overhead of a media department. (3) Radio Program buyers who deal with networks and other program suppliers and recommend program for sponsorship by the agency's clients, and program supervisors who read script prior to production and seek to protect the interest of the agency's clients who sponsor the program. With the increase in participation advertising in network radio and the decline in program sponsorship by advertiser, this departmenet has been dropped or reduced in size at many agencies. (4) Radio production specialist to preapre and produce radio commercials and who may also participate in the production of major radio show owned by agency, although the production of shows by agencies is now rate. (5) Copy writers, who write the advertisements seen in newspaper and magazines and the commercials seen on television or herad on the radio. (6) Art Directors, who conceive of layout for newpaper advertisements and radio commercials. (7) Marketing research experts, to evaluate the effectiveness of advertising campaign and to assist in the choice of advertising appeals.