| Every air show event organizer in North America is faced with the same challenge: how to stretch the marketing budget as far as possible to increase the exposure and visibility of their show. In this session, we'll talk about the current economic forces at work in the radio, television and newspaper businesses. You'll learn what makes a television station manager or newspaper advertising manager willing to make a deal. What resources do you have that they want and might be willing to trade for? How do you put a realistic value on the resources that you are offering them and, just as importantly, on the spots or ads that they will give you as part of the bargain? Why is it sometimes useful to spend a little cash as part of your trade deal? How do circumstances and market dynamics differ from one city to another? |
