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An advertiser's guide to better radio advertising : tune in to the power of the brand conversation medium

Author: Andrew Ingram; Mark Barber
Publisher: Hoboken : Wiley, ©2005.
Edition/Format:   Print book   Computer File : EnglishView all editions and formats
Database:WorldCat
Summary:
"Combining theory, listener insight and practical advice, here is an essential guide to harnessing the power of radio as the 'brand conversation medium', for your brand. Drawing on examples from leading organizations including Carphone Warehouse, Waitrose, British Airways, Nestle and the UK Government, the authors explore the scale and effectiveness of radio advertising, how it works, its role in current brand  Read more...
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Genre/Form: History
Material Type: Internet resource
Document Type: Book, Computer File, Internet Resource
All Authors / Contributors: Andrew Ingram; Mark Barber
ISBN: 0470012927 9780470012925
OCLC Number: 57750817
Description: xvi, 216 pages : illustrations ; 23 cm
Contents: The case for change --
The scale of the medium --
The 'true' radio context --
The need for a different approach --
Harnessing the true power of radio --
What is advanced level creativity? --
Best practice radio process for creating better radio --
Measuring radio's effect --
Thinking about radio as "new media" --
The new challenges facing brand communications --
Radio's role in emerging brand thinking --
The seven-step guide to better radio advertising --
The seven step guide to advanced level radio advertising.
Responsibility: Andrew Ingram and Mark Barber.
More information:

Abstract:

"Combining theory, listener insight and practical advice, here is an essential guide to harnessing the power of radio as the 'brand conversation medium', for your brand. Drawing on examples from leading organizations including Carphone Warehouse, Waitrose, British Airways, Nestle and the UK Government, the authors explore the scale and effectiveness of radio advertising, how it works, its role in current brand thinking, why a more creative approach is needed and - most importantly - how to actually go about creating better ads."--Jacket.

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