00000nam 2200000 4500 INLIS000000000003201 20221112015913 0010-0520003201 221112################|##########|#eng## 0470012927 eng 659.10 659.10 ING a Ingram, Andrew and Mark Barber An Advertising's Guide to Better Radio Advertising : Tune in to the Power of the Brand Conversation Medium / Andrew Ingram New Jersey : Berret Koehler Publisher, 2005 xvi, 216 p.; 25 cm ; 25 cm Indeks : p. 207 - 216 p. 205 In this section we review the scale of commercial radio in the UK and the benefits it offers advertisers. We consider the medium from the listener's perspective and how advertising works within this context. We then demonstrate how existing practice are limiting advertising effeciveness and why they need to change. We design it for advertisers who may be using radio at the moment but feel their on-air messages could be improved - made more memorable, more persuasive, more believable, leaving a better impression with listener. This book as a dip-in (someone told us they'd keep it in the office toilet), or from start to finish. The first section explains what radio is like as a medium, the second looks at techniques for harnessing its power; then in section three we consection four we offer the "Seven-Step guide to Better Radio Advertising". Radio Advertising Advertising 11543/MKRI-P/XII-2008 11544/MKRI-P/XII-2008 11544/MKRI-P/XII-2008 11543/MKRI-P/XII-2008 11543/MKRI-P/XII-2008 11544/MKRI-P/XII-2008