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ENDORSED BY THE RADIO ADVERTISING BUREAU
The Wisconsin Broadcasters Association Foundation (WBAF) offers a special
broadcast marketing seminar to Wisconsin College students. The WBA
Foundation has pledged its financial support so that a student can take
advantage of the Radio Advertising Bureau’s (RAB) Certification program
to become a Radio Marketing Professional (RMP). The highly regarded RMP
certification seminar, sponsored by the WBA Foundation, is presented in
a two day format. No travel is involved. The seminar has been offered at
UW-Madison, UW-Stevens Point, UW-River Falls, UW-Green Bay, UW-Oshkosh, North
Central Technical College in Wausau, and Nicolet Area Technical College
in Rhinelander. Even if students are not interested in sales or
marketing, the seminar introduces them to the business portion of media
and helps them understand how media sales relates to programming
decisions, including those involving news and sports broadcasting.
Since the beginning of the seminars in February 2007, 254 students
have been certified as Radio Marketing Professionals. A total of 17
seminars have been offered through February 2010. Four have been
presented at Northcentral Technical College in Wausau, three at
UW-Madison, UW-River Falls, and UW-Stevens Point. UW-Green Bay has
hosted two and UW-Oshkosh and Nicolet Area Technical College in
Rhinelander one.
THE BENEFITS: an opportunity to take the RMP exam on
campus; a greatly reduced rate for the RMP course and exam. The WBAF
underwrites the remainder of the cost; expert assistance with exam
material from a veteran instructor; acquisition of RMP certification to
add to a resume; additional broadcast marketing knowledge to supplement
what is being taught in the college classroom; and if desired, the name
of the student sent to stations around the state.
Thanks to the generous financial support of the WBA Foundation, the
cost is only $25. This includes materials, instruction,
certification exam, and refreshments. Normal cost for RMP
materials only is $329.
THE COURSE: The RAB’s Radio Marketing Professional (RMP)
diploma course is one of the ways to get off to a profitable start. The
RMP is the entry-level program in the professional certification series
for sellers with less than 18 months experience. This groundbreaking
course is being taught in seminar form on campuses throughout the state
so valuable hours won’t be tied up with travel. Candidates must
successfully complete a one-hour multiple-choice exam to earn an RMP
designation and receive a handsome diploma. The
exam is given on the second day of the seminar.
Key concepts covered include:
The Role of the Radio Marketing Consultant • Prospecting—Finding and
Evaluating Prospects • Getting the First Call Appointments • Client
Needs Analysis • Elements of a Good Written Proposal • Differences
between Features and Benefits• Understanding Competitive Media •
Benefits of Radio • Designing Successful Schedules • Role of Creative
Advertising • Designing the Best Presentations • Addressing Objections
and Closing • More Sales Through Buyer Style Identification • Resources
of the Radio Advertising Bureau • Fundamentals of Co-op Advertising •
Non-Traditional Revenue • Goals and Time Management
The objectives of the WBA Foundation in offering this opportunity are to
certify students to be RMP’s and to expand awareness of the advantages
of a career in broadcast sales among Wisconsin college students. If you
are interested in having the seminar on campus or have any questions,
please contact Ken Beno at
ksbeno@gmail.com or Liz Boyd at the WBA at 1-608-255-2600 (Madison area) or
1-800-236-1922. |
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