000			02238nam a2200385 a 4500
001			704965
005			20230309122843.0
007			cr||||||||||||
008			041213s2005 enka fsb 001 0 eng d
020			_a9780470016114 (ebook)
035			_a(StDuBDS)AH3906134
040			_aStDuBDS _cStDuBDS _dStDuBDSZ _dUkPrAHLS
072		7	_aBUS _2ukslc
072		7	_aKJSA _2bicssc
072		7	_aKJ _2bicssc
072		7	_aKJSA _2thema
072		7	_aKJ _2thema
100	1		_aIngram, Andrew.
245	1	3	_aAn advertiser's guide to better radio advertising : _btune in to the power of the brand conversation medium / _cAndrew Ingam and Mark Barber.
260			_aChichester : _bJohn Wiley, _cc2005.
300			_axvi, 216 p. : _bill.
366			_b20050422
504			_aIncludes bibliographical references (p. 205) and index.
520	8		_aThis text provides an essential reference for marketers who want to get more from radio advertising. _bThere 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.
530			_aAlso available in printed form ISBN 9780470012925
533			_aElectronic reproduction. _cAskews and Holts. _nMode of access: World Wide Web.
650		0	_aRadio advertising.
650		7	_aBusiness and Management. _2ukslc
650		7	_aAdvertising _2thema
650		7	_aBusiness & Management _2thema
655		7	_2lcsh
700	1		_aBarber, Mark.
856	4	0	_uhttp://www.vlebooks.com/vleweb/product/openreader?id=WestLondon&isbn=9780470016114
942			_n0 _2ddc
999			_c53785 _d53785