An Advertiser's Guide to Better Radio Advertising: Tune In to the Power of the Brand Conversation Medium [Hardcover]

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.

Foreword by Jo Kenrick ix

How to use this book xi

Acknowledgements xiii

About the authors xv

SECTION 1 The Case for Change 1

1 The Scale of the Medium 3

1.1 The development of commercial radio in the UK 5

1.2 Measurement and growth of the commercial radio audience 8

1.3 Who listens to commercial radio? 11

1.4 Radios status as an advertising medium 14

1.5 What does the future hold for commercial radio? 18

1.6 Summary 25

2 The True Radio Context 27

2.1 Why and how people listen 29

2.2 Radios media attributes 33

2.3 How radio communicates 42

2.4 Effectiveness of the medium 48

2.5 Summary 51

3 The Need for a Different Approach 53

3.1 Why the need for a different approach? 55

3.2 Why does radio advertising have to be crlc