An Advertiser's Guide to Better Radio Advertising
Ingram, Andrew / Barber, Mark
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 positiv...