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Informationen zum Autor Mark Barber After 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. Mark's previous contributions to radio literature include Understanding Radio, the Brand Conversation Medium and Radio Advertising Effectiveness for Dummies . 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. Andrew Ingram Andrew 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 Daily Mail , going on through quantitative research, and qualitative research, and eventually moving into account planning before joining the RAB in 1992. Andrew's previous books include Wireless Wisdom and Understanding Radio . 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. 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. Klappentext Radio has historically been seen as a marginal, last-minute advertising medium. But today the reality is very different. While mainstream media spending is on the wane, radio spend is increasing. Why? Because times have changed. The power of traditional brand-image marketing is evaporating, and advertising isn't a one-way process any more. Now it's all about 'brand conversations' - ongoing customer relationships that brands must manage positively in order to succeed.Radio has a spontaneous feel. It's human and interactive, it expresses emotion and invites response. None of these attributes is unique to radio, but together they offer an exceptional opportunity to brands seeking to engage their customers in conversations. In spite of this, all-too-often advertisers and agencies still use radio for its basic tactical abilities, leaving its emotional power untapped.Combining theory, listener insight and practical advice, here is an essential guide to harnessing the power of radio as the 'brand conversation medium', for your brand. Drawing on examples from leading organizations including Carphone Warehouse, Waitrose, British Airways, Nestle and the UK Government, the authors explore the scale and effectiveness of radio advertising, how it works, its role in current brand thinking, why a more creative approach is needed and - most importantly -- how to actually go about creating better ads. Zusammenfassung 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. Inhaltsverzeichnis Fore...
