An Advertiser's Guide to Better Radio Advertising (PDF)

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 vs. shooting 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. 7.1 The evolving consumer context. 7.2 How brand marketing is changing. 7.3 Dialogue, the new brand driver. 7.4 Summary. 8 Radio's Role in Emerging Brand Thinking. 8.1 Radio as a brand conversation medium. 8.2 Harnessing the power of radio for brand conversations. 8.3 New

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.

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