An Advertiser's Guide to Better Radio Advertising: Tune In to the Power of the Brand Conversation Medium
By Unknown Author.
Description
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, summa...
ISBN(s)
0470012927, 9780470012925
