The First Step in Preparing a Radio Schedule Is To

question 50

Multiple Choice

The first step in preparing a radio schedule is to:

• A) identify stations with the greatest concentration of the advertiser's target audience by demographics.
• B) determine which time periods (dayparts) offer the most (average quarter-hour) potential buyers.
• C) construct a schedule with a strong mix of the best time periods using the stations' rate cards for guidance.
• D) gather several different stations' rate cards for comparison.
• E) set the advertising budget in terms of reach and frequency.

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Definitions:

Languages

Systems of communication used by a particular country or community, consisting of spoken, written, or signed words and the rules for their use.

Cultural Discontinuity

The disruption or breakdown in the continuity of cultural traditions or heritage.

First Amendment Rights

The rights guaranteed by the First Amendment to the U.S. Constitution, including freedom of speech, press, religion, assembly, and petition.

Separation Of Church And State

The principle that government must maintain an institutional distance from religious institutions and doctrines to ensure freedom of religion.