P 415 in 2005 the airwaves of kffi am were saturated

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60. (p. 415) In 2005, the airwaves of KFFI-AM were saturated with commercials that asked listeners to dial advertisers' toll-free numbers or visit their Web sites. The approach accounted for nearly half the advertising on KFFI and it's a big reason why the station has climbed nearly to the top of the Los Angeles market in revenues and to No.4 nationwide. In this example, a broadcast medium is prospering from the use of: Direct-response advertising is advertising that asks the reader, viewer or listener to provide feedback straight to the sender. AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 16-03 Explain the various types of direct marketing activities. Topic: Direct-Response Advertising
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