广告商最佳广播电台广告指南AN ADVERTISER'S GUIDE TO BETTER RADIO ADVERTISING fb2 pdf azw3 网盘 rtf 免费 下载 txt

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

How to use this book

Acknowledgements

About the authors

SECTION 1: The Case for Change

　1 The Scale of the Medium

　　1.1 The development of commercial radio in the UK

　　1.2 Measurement and growth of the commercial radio audience

　　1.3 Who listens to commercial radio?

　　1.4 Radio’s status as an advertising medium

　　1.5 What does the future hold for commercial radio?

　　1.6 Summary

　2 The ‘True’ Radio Context

　　2.1 Why and how people listen

　　2.2 Radio’s media attributes

　　2.3 How radio communicates

　　2.4 Effectiveness of the medium

　　2.5 Summary

　3 The Need for a Different Approach

　　3.1 Why the need for a different approach?

　　3.2 Why does radio advertising have to be creative?

　　3.3 Why aren’t we better at using radio?

　　3.4 The challenges and opportunities of the medium

　　3.5 Summary

SECTION 2: Harnessing the True Power of Radio

　4 What is Advanced Level Creativity?

　　4.1 Effectiveness is a relative term

　　4.2 Three common structural problems

　　4.3 The crucial importance of brand linkage

　　4.4 Realism vsshooting for the moon

　　4.5 Thinking at campaign level

　　4.6 Summary

　5 Best Practice Process for Creating Better Radio

　　5.1 Providing the optimum radio brief

　　5.2 Judging good radio ideas

　　5.3 The art of radio production

　　5.4 Branding in sound

　　5.5 Summary

　6 Measuring Radio’s Effect

　　6.1 Defining the research objectives

　　6.2 The importance of split samples

　　6.3 Where to do the research

　　6.4 When to do the research

　　6.5 Sample sizes

　　6.6 Method and questionnaire

　　6.7 Measuring the short-term sales effects of radio

　　6.8 Measuring the effect of radio sponsorships and promotions

　　6.9 Summary

SECTION 3: Thinking about Radio as ‘New Media’

　7 The New Challenges Facing Brand Communications

　8 Radio’s Role in Emerging Brand Thinking

SECTION 4: The Seven-Step Guide to Better Radio Advertising

　9 The Seven-Step Guide to Better Radio Advertising

SECTION 5: Appendices

Appendix 1: The RAB Bus Research Study

Appendix 2: Radio Script

Appendix 3: Online Radio Ads Track Listing (www.better-radio-advertising.co.uk)

References

Index

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作者简介：

　　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.

书籍介绍

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.