Editorial Reviews
Review
“…a must-read…the perfect source of advice and inspiration for any client, creative or media agency wanting to deliver more effective communications through radio.” (Media Week, 28 June 2005)
Book Description
There has recently been dramatic growth in the medium of radio. However, advertisers and agencies too often still use radio for its basic tactical abilities, leaving the emotional power of the medium untapped. This book is a practical guide to understanding and exploiting the true power of radio as the “brand conversation medium”. Combining theory, listener understanding and practical advice, the authors explore the scale and effectiveness of radio advertising, how the medium communicates, its role in emerging brand thinking, and best practice for creating better radio advertising. Overviews, summaries, quotations and checklists are featured throughout, as well as case studies from companies in all sectors including Sainsburys, British Airways, Carphone Warehouse, BT and the British Government.
An Advertiser's Guide to Better Radio Advertising : Tune In to the Power of the Brand Conversation Medium
An Advertiser's Guide to Better Radio Advertising : Tune In to the Power of the Brand Conversation Medium,Andrew Ingram,Mark Barber,John Wiley & Sons,0470012927,Advertising & Promotion,Advertising By Broadcast Media,Business & Economics,Business / Economics / Finance,Business/Economics,Capital (Radio Station : Londo,Great Britain,History,Radio - General,Radio Broadcasting,Radio advertising,Advertising,Business & Economics / Advertising & Promotion
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