TY  - BOOK
AU  - Ingram,Andrew
AU  - Barber,Mark
TI  - An advertiser's guide to better radio advertising: tune in to the power of the brand conversation medium 
SN  - 9780470016114 (ebook)
PY  - 2005///
CY  - Chichester
PB  - John Wiley
KW  - Radio advertising
KW  - Business and Management
KW  - ukslc
KW  - Advertising
KW  - thema
KW  - Business & Management
KW  - lcsh
N1  - Includes bibliographical references (p. 205) and index; Also available in printed form ISBN 9780470012925; Electronic reproduction; Askews and Holts; Mode of access: World Wide Web
N2  - 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
UR  - http://www.vlebooks.com/vleweb/product/openreader?id=WestLondon&isbn=9780470016114
ER  -