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"Irate listeners attacking anti-union advertisers, boycotts of soap operas, a bitter ex-federal official who took up the cause of consumers--Newman brings us all of this and more, revealing in her stunning new book how twentieth-century consumers--especially women--contested commercial radio in its ...

"Irate listeners attacking anti-union advertisers, boycotts of soap operas, a bitter ex-federal official who took up the cause of consumers--Newman brings us all of this and more, revealing in her stunning new book how twentieth-century consumers--especially women--contested commercial radio in its glory years. With tremendous clarity and analytical sophistication, she shows that far from 'duped consumers, ' radio listeners were savvy, sassy, and effective activists who talked back plenty to commercial radio. Analyzing the dynamics of as a contested zone between listeners, advertisers, radio stations, and new consumer intellectuals, Newman deftly and persuasively reframes our understanding of the cultural politics of consumption."--Dana Frank, author of "Buy American: The Untold Story of Economic Nationalism

"Cultural historians often claim that audiences were far from passive victims of mass media manipulation, but Kathy Newman is among the first to reveal how ordinary people actually responded. Focusing,on the major mass medium of the 1930s and 1940s, the radio, Newman brilliantly tracks the dialectical process through which audience attention became a commodity that broadcasters set out to sell to sponsors and then how listeners, often women, turned their new-found importance to their own ends as assertive consumers. This is cultural history at its best, bringing together as it does the influence of intellectuals, the workings of cultural institutions, and the reactions of popular audiences."--Lizabeth Cohen, author of "A Consumers' Republic: The Politics of Mass Consumption in Postwar America

"Lively and accessible, Newman's fascinating account of the characters and concernsbehind anti-commercial activism illuminates an overlooked facet of radio history. Her cast of middle class reformers who used radio's own commercialized address to mobilize the consumer movement reminds us of advertising's comp

This media sales primer serves as a step-by-step manual to assist students in attaining sales proficiency and confidence. The author employs a practical, hands-on approach, enabling readers to develop valuable professional and interpersonal skills and to improve their options for obtaining sales ...

This media sales primer serves as a step-by-step manual to assist students in attaining sales proficiency and confidence. The author employs a practical, hands-on approach, enabling readers to develop valuable professional and interpersonal skills and to improve their options for obtaining sales positions. Underwriting 101 covers the activities involved in sales work, such as developing sales kits and presentations, handling objections, writing proposals, closing, and preparing underwriting announcements. Role-playing, sales promotion, résumé preparation, and interviewing are also covered. Special features include: *materials needed to teach the 15 week course, including a syllabus, calls schedule, positioning worksheet, sample proposals, sample résumé, sample cover letter, and course evaluation; *comments from former students who have secured sales positions upon completion of the course; *underwriting announcement guidelines for FCC conformation; and *a guide to Internet research tools for sales presentation enhancement. Intended for upper-level students in radio or broadcast sales courses, Underwriting 101 will be useful to sales instructors with or without sales experience. It is also appropriate for use in college radio stations, as a resource for sales departments.

Dr. Woodside picks up where other books on "maxi-marketing" leave off, to prove that the effectiveness of image and linkage advertising can be measured, and to show advertising professionals how to do it. Readable and in detail, with carefully culled examples that go beyond simple case studies, Dr ...

Dr. Woodside picks up where other books on "maxi-marketing" leave off, to prove that the effectiveness of image and linkage advertising can be measured, and to show advertising professionals how to do it. Readable and in detail, with carefully culled examples that go beyond simple case studies, Dr. Woodside provides a 20-step process model of how low and high involvement advertising work, and shows how to use top-of-mind-awareness measures and benefit-to-brand retrieval to assess advertising impact. His book also covers the details of evaluating the effectiveness of competing advertising media and ways to do useful advertising-to-sales conversion studies, within budget and in a timely manner. Well illustrated with tables and figures, and drawing upon important practical and academic research, Dr. Woodside's book will be essential reading for advertising, marketing, and sales executives and their colleagues in the academic community.