An advertiser's guide to better radio advertising : tune in to the power of the brand conversation medium /
Ingram, Andrew.
An advertiser's guide to better radio advertising : tune in to the power of the brand conversation medium / Andrew Ingam and Mark Barber. - Chichester : John Wiley, c2005. - xvi, 216 p. : ill.
Includes bibliographical references (p. 205) and index.
This text provides an essential reference for marketers who want to get more from radio advertising. 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.
Electronic reproduction.
Askews and Holts.
Mode of access: World Wide Web.
9780470016114 (ebook)
Radio advertising.
Business and Management.
Advertising
Business & Management
An advertiser's guide to better radio advertising : tune in to the power of the brand conversation medium / Andrew Ingam and Mark Barber. - Chichester : John Wiley, c2005. - xvi, 216 p. : ill.
Includes bibliographical references (p. 205) and index.
This text provides an essential reference for marketers who want to get more from radio advertising. 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.
Electronic reproduction.
Askews and Holts.
Mode of access: World Wide Web.
9780470016114 (ebook)
Radio advertising.
Business and Management.
Advertising
Business & Management