Screen LibraryAn advertiser's guide to better radio advertising：tune in to the power of the brand conversation medium
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| Main Authors: | |
|---|---|
| Group Author: | |
| Published: |
Wiley,
|
| Publisher Address: | Hoboken |
| Publication Dates: | c2005. |
| Literature type: | Book |
| Language: | English |
| Subjects: | |
| Carrier Form: | xvi, 216 p.: ill. ; 23 cm. |
| ISBN: |
0470012927 (pbk. : alk. paper) 9780470012925 (pbk. : alk. paper) |
| Index Number: | F713 |
| CLC: |
F713.8-156.1 F713.8-62 |
| Call Number: | F713.8-62/I542 |
| Contents: |
Includes bibliographical references and index. The case for change -- The scale of the medium -- The 'true' radio context -- The need for a different approach -- Harnessing the true power of radio -- What is advanced level creativity? -- Best practice radio process for creating better radio -- Measuring radio's effect -- Thinking about radio as "new media" -- The new challenges facing brand communications -- Radio's role in emerging brand thinking -- The seven-step guide to better radio advertising -- The seven step guide to advanced level radio advertising. |