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- W2069769315 abstract "This study measured the attitudes of public radio listener‐contributors regarding listener‐focused marketing strategies used by public radio stations. Four hundred forty‐two questionnaires from Northern Colorado and Central Michigan were returned. Overall, respondents expressed a positive attitude toward on‐air fund‐raising. Although they held a slightly negative opinion of on‐air pledge appeals, these negative responses were offset by positive responses about the perceived need for such fund‐raising. Respondents appreciated receiving direct mail from their radio station, but were strongly opposed to telephone contacts. They also agreed that underwriting announcements sound more like commercials than in the past." @default.
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- W2069769315 title "Listener‐member perceptions of marketing strategies employed by public radio stations" @default.
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- W2069769315 doi "https://doi.org/10.1080/19376529709391680" @default.
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