Nontraditional radio a "prime mover" for most integrated campaigns.

• Position: Marketing News - Brief article

Advertisers sometimes don't take advantage of the marketing partnerships that are available through radio stations, says the executive of a media promotion company.

Mike Valentino, CEO of TMPG Inc., White Plains, N.Y., says, "As opposed to using radio for paid spot ads, we use it as a news generator to jump start promotions. Stations have assets that go beyond on-air programming and DJ personalities, including promotional teams, local...