ogramming, and acquires original programming from other sources. It provides this programming free of charge to listeners. The organization derives most of its revenues from corporate donations, its affiliate stations (through fund raising drives), and from federal government grants.
3. Local commercial radio stations affiliated with national networks. These stations transmit network programming to local listeners free of charge. Most of these stations also create original local programming primarily in the areas of news and sports. These stations derive their revenues from network advertising shares and from national and local adver tising sales.
4. Local independent commercial radio stations. These stations transmit syndicated programming and original local programming primarily in the areas of news and sports to local listeners free of charge. These stations derive their revenues from national and local advertising sales.
5. Local public radio stations. These stations trans mit NPR programming to local listeners free of charge. These stations also create original programming in a wide variety of interest areas. These stations derive the bulk of their reve nues from viewer contributions.
It is within the industry environment described above that planning for the marketing of the radio station must be con ducted. Marketing involves a series of exchanges between two or more parties. Five conditions must be met, before a market ing exchange may be effected. These five conditions are as follows (Bagozzi, 1975):
1. There must be a minimum of two parties who desire to enter into an exchange. There may well be more than two parties involved in an exchange. In some instances, an exchange may involve multiple sellers, multiple buyers, or both; however, for purposes of exchange, only two parties are involved. In the case of a public radio station, the stationand the listener are involved in the...