[The data in this form is either fictitious or has been adapted with a firm's permission.]

Company: Mountain Broadcasting Company
Contact Person: Ms. I. M. Astarr
Title: President
Telephone: (910) 253-7827
Fax: (910) 253-1329
Address: 4321 Galaxy Boulevard, Mt. Airy, NC 27411

Background

Mountain Broadcasting Company is a locally-owned radio company which operates under the call letters of WMBC (FM) and WNCB (AM). It employs 17 people, including 6 salespeople.

The Project To Be Studied

Mountain Broadcasting contacted the Schools of Business to conduct a survey and analyze the results to determine what factors are critical when current and prospective advertisers make the decision to use radio as an advertising medium. Mountain Broadcasting also wanted to learn how effective its salespeople were compared to the competition, be it radio stations, television stations, or magazines and newspapers. Mountain Broadcast hoped to learn what it could to ultimately leading to an improvement in the company's profitability.

Outputs Desired

Outputs desired from this practicum include:

(1) Which local sales staffs within the industry are perceived as most competent/least competent?

(2) What affect do program formats and program contents have on advertisers' decisions to buy?

(3) How do the rates charged by WMBC and WNCB compare with other stations and how are they perceived by their customers with respect to the value received?

(4) What affect do promotional support, purchase incentives, and the buying procedure have on the purchasing decision?

(5) Which stations are perceived as most effective for reaching specific demographic targets?

(6) How do stations' production capabilities affect their advertising rates?

Methodology

The data for this study will be generated by telephone interviews of approximately 100-200 prospective advertisers. The prospects will include current radio and non-radio advertisers, current customers, and non-customers of the stations, and direct advertisers and agencies and/or media brokers. The team will be supplied by the client with the list of prospects.