An Advertiser's Guide to Better Radio Advertising. Mark Barber

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Название: An Advertiser's Guide to Better Radio Advertising

Автор: Mark Barber

Издательство: John Wiley & Sons Limited

Жанр: Маркетинг, PR, реклама

Серия:

isbn: 9780470016114

isbn: 0

Аннотация:

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.