An advertiser's guide to better radio advertising : tune in to the power of the brand conversation medium / Andrew Ingam and Mark Barber.
Material type:
TextPublication details: Chichester : John Wiley, c2005Description: xvi, 216 p. : illISBN: 9780470016114 (ebook)Subject(s): Radio advertising | Business and Management | Advertising | Business & ManagementGenre/Form: Online access: Click here to access online Also available in printed form ISBN 9780470012925Summary: 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.
| Item type | Current library | Home library | Class number | Status | Date due | Barcode | Item reservations | |
|---|---|---|---|---|---|---|---|---|
E-book
|
Electronic publication | Electronic publication | Available |
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.
Also available in printed form ISBN 9780470012925
Electronic reproduction. Askews and Holts. Mode of access: World Wide Web.
There are no comments on this title.