title: Media buyers must select stations carefully and be savvy negotiators when purchasing radio spots.
authors.forename: G
authors.initials: G
authors.lastname: Lewicki
mesh_terms: D000329:Advertising / Q000191:economics*; D002140:California; D003365:Costs and Cost Analysis; D008389:Marketing of Health Services / Q000379:methods*; D008402:Mass Media; D017008:Negotiating; D011845:Radio