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

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9780470012925: An Advertiser's Guide to Better Radio Advertising: Tune In to the Power of the Brand Conversation Medium
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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 itsbasic tactical abilities, leaving the emotional power of the mediumuntapped. This book is a practical guide to understanding andexploiting the true power of radio as the ?brand conversationmedium?. Combining theory, listener understanding and practicaladvice, the authors explore the scale and effectiveness of radioadvertising, how the medium communicates, it?s role in emergingbrand thinking, and best practice for creating better radioadvertising. Overviews, summaries, quotations and checklists arefeatured throughout, as well as case studies from companies in allsectors including Sainsbury?s, British Airways, Carphone Warehouse,BT and the British Government.

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From the Back Cover:

AN ADVERTISER"S GUIDE TO BETTER RADIO ADVERTISING

Tune In to the Power of the Brand Conversation Medium.

"This is a remarkably valuable book on two counts. It will helpevery advertiser and agency get a great deal more for their radiomoney. And as a result, it elegantly illustrates how propermarketing knock spots off selling as a way of selling anything". -Jeremy Bullmore, WPP

"Short writing the ads for you , it is hard to imagine a betterbook on radio advertising. It also makes a strong case for radio intoday's marketing: as powerful credible tool to build word ofmouth. If your customers have ears, you should probably read thisbook." - John Grant, Author New Marketing Manifesto & AfterImage

"This book will worry a few agencies. I suspect no client,having read it. will accept second-best radio again". - ChrisO'Shea, Creative Director, HOW

"Whether or not they are actively considering advertising onradio, advertisers would do well  to read Andrew Ingram andMark Barber's An Advertiser's Guide to Better Radio Advertising.Addressing all the Key issues, It provides an up-to-date compendiumof useful advice for harnessing the medium's Strengths withnumerous tips on the Medium's strengths with numerous tips onMaximising advertising impact and effectiveness". - Bob Wootton,Director of Media & Advertising, ISBN

"Take radio more seriously - If you do, your teams willcome with you. Have a look at this book - It's full of practicaladvice to help you manage the process, and the people involved,more effectively". - From the Foreword by Jo Kenrick, Director ofMarketing Communications, Camelot

"Radio is an increasingly important medium for advertisers, buttoo often is only used to communicate short term 'by Now' tacticalmessages. This reflects eleven plus thinking on radio advertising.Many major advertisers would do well to progress to advanced levelthinking by reconsidering a broader role for radio within the mediamix. This new publication on 'Advanced Level Radio' Providespractical steps for advertisers to leverage the real power of radioadvertising. A must for all Ad Managers and Media Planners!". -Paul Philpott, Commercial Director, Toyota GB

From the Inside Flap:

Radio has historically been seen as a marginal, last-minuteadvertising medium. But today the reality is very different. Whilemainstream media spending is on the wane, radio spend isincreasing. Why? Because times have changed. The power oftraditional brand-image marketing is evaporating, and advertisingisn’t a one-way process any more. Now it’s all about‘brand conversations’ – ongoing customerrelationships that brands must manage positively in order tosucceed.

Radio has a spontaneous feel. It’s human and interactive,it expresses emotion and invites response. None of these attributesis unique to radio, but together they offer an exceptionalopportunity to brands seeking to engage their customers inconversations. In spite of this, all-too-often advertisers andagencies still use radio for its basic tactical abilities, leavingits emotional power untapped.

Combining theory, listener insight and practical advice, here isan essential guide to harnessing the power of radio as the‘brand conversation medium’, for your brand. Drawing onexamples from leading organizations including Carphone Warehouse,Waitrose, British Airways, Nestle and the UK Government, theauthors explore the scale and effectiveness of radio advertising,how it works, its role in current brand thinking, why a morecreative approach is needed and – most importantly–– how to actually go about creating better ads.

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Book Description John Wiley and Sons Ltd, United Kingdom, 2005. Hardback. Condition: New. 1. Auflage. Language: English . Brand New Book. 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 A brand conversation mediumA . 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. Seller Inventory # AAH9780470012925

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