{"product_id":"9780470012925","title":"An Advertiser's Guide to Better Radio Advertising Tune In to the Power of the Brand Conversation Medium","description":"\u003ch1\u003eAn Advertiser's Guide to Better Radio Advertising\u003c\/h1\u003e\u003ch2\u003eTune In to the Power of the Brand Conversation Medium\u003c\/h2\u003e\u003ch3\u003eAndrew Ingram | Mark Barber\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ Advertising \u0026amp; Promotion\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003eThere 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.\u003c\/div\u003e\u003cdiv\u003e  \u003cb\u003e\u003ci\u003eMark Barber\u003cbr\u003e \u003c\/i\u003e\u003c\/b\u003eAfter graduating from the University of Life, Mark spent 18 years as a media planner in a variety of media agencies before joining the Radio Advertising Bureau in 2001. He has been using radio as an advertising medium since 1983, during which time his perspective has moved from audience cost-per-thousands to the communication benefits of the medium.\u003cbr\u003e Mark’s previous contributions to radio literature include \u003ci\u003eUnderstanding Radio, the Brand Conversation Medium\u003c\/i\u003e and \u003ci\u003eRadio Advertising Effectiveness for Dummies\u003c\/i\u003e. In his spare time, he supports Charlton Athletic, is teaching himself to speak Turkish, and entertains his children with bad jokes and poorly executed magic tricks.  \u003cp\u003e\u003cb\u003e\u003ci\u003eAndrew Ingram\u003cbr\u003e \u003c\/i\u003e\u003c\/b\u003eAndrew has a broad-based experience in advertising and media. After graduating from Cambridge in 1979, he started commercial life in the advertisement department of the \u003ci\u003eDaily Mail\u003c\/i\u003e, going on through quantitative research, and qualitative research, and eventually moving into account planning before joining the RAB in 1992.\u003cbr\u003e Andrew’s previous books include \u003ci\u003eWireless Wisdom\u003c\/i\u003e and \u003ci\u003eUnderstanding Radio\u003c\/i\u003e. He is a regular speaker at media and advertising conferences across the globe. In his spare time, he indulges in daughters and classic cars, and an art project involving old plastic bags in trees.\u003cbr\u003e The authors work together at the Radio Advertising Bureau on a daily basis, helping advertisers and agencies overcome the barriers that are preventing them from using radio advertising more effectively. It is this experience that has informed the development of this book.\u003c\/p\u003e\n\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e06 June 2005\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9780470012925\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003eHardback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e240\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWeight (oz): \u003c\/td\u003e\n\u003ctd\u003e17.0\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":44315309605004,"sku":"9780470012925","price":63.9,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9780470012925_359afdc1-5b8b-4417-b8c1-1df536365e04.jpg?v=1780106547","url":"https:\/\/lateknightbooks.com\/products\/9780470012925","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}