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Chapter Outline
(See related pages)

The Business of Broadcasting and Cable


Competition and the Electronic Media

    Competition among Different Media Types

    Determining a Medium to Buy and Figuring Out Its Cost

    Placing the Ad

    CPM: Measuring the Cost of Advertising on Two Stations

    Local Markets

Broadcasting Sales Practices

    Radio Sales


Other Aspects of Broadcast Sales

    Station Identification and Promotion

    Other Announcements

The Future of Broadcasting and Cable Sales


Key Terms

Suggestions for Further Reading

Internet Exercises

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