An Advertiser's Guide to Better Radio Advertising

An Advertiser's Guide to Better Radio Advertising
Author :
Publisher : John Wiley & Sons
Total Pages : 132
Release :
ISBN-10 : 9780470016114
ISBN-13 : 0470016116
Rating : 4/5 (14 Downloads)

Book Synopsis An Advertiser's Guide to Better Radio Advertising by : Andrew Ingram

Download or read book An Advertiser's Guide to Better Radio Advertising written by Andrew Ingram and published by John Wiley & Sons. This book was released on 2006-02-03 with total page 132 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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, it?s 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 Sainsbury?s, British Airways, Carphone Warehouse, BT and the British Government.


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