An Advertiser's Guide to Better Radio Advertising: Tune In to the Power of the Brand Conversation MediumISBN: 978-0-470-01292-5
Hardcover
168 pages
May 2005
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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.