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Barber, Mark

An Advertiser's Guide to Better Radio Advertising: Tune In to the Power of the Brand Conversation Medium

Barber, Mark - An Advertiser's Guide to Better Radio Advertising: Tune In to the Power of the Brand Conversation Medium, ebook

47,50€

Ebook, PDF with Adobe DRM
ISBN: 9780470016114
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Printing40 pages with an additional page accrued every 19 hours, capped at 40 pages
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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, its 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 Sainsburys, British Airways, Carphone Warehouse, BT and the British Government.

Keywords: BUSINESS & ECONOMICS / Advertising & Promotion BUS002000

Author(s)
 
Publisher
John Wiley and Sons, Inc.
Publication year
2006
Language
en
Edition
1
Page amount
132 pages
Category
Economy
Format
Ebook
eISBN (PDF)
9780470016114
Printed ISBN
9780470012925

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