An Advertiser's Guide to Better Radio Advertising Tune In to the Power of the Brand Conversation Medium
41,99 €
inkl. gesetzl. MwSt.Beschreibung
Produktdetails
Format
Kopierschutz
Ja
Family Sharing
Nein
Text-to-Speech
Nein
Erscheinungsdatum
03.02.2006
Verlag
Wiley-IEEE PressSeitenzahl
132 (Printausgabe)
Dateigröße
9837 KB
Auflage
1. Auflage
Sprache
Englisch
EAN
9780470016114
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.
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.
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