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Author : Marc G. Weinberger,Leland Campbell,Beth Brody
Publisher : Lexington Books
Page : 210 pages
File Size : 54,9 Mb
Release : 1994
Category : Business & Economics
ISBN : 0669250031
To learn more about Rowman & Littlefield titles please visit us at www.rowmanlittlefield.com.
Author : Andrew Ingram,Mark Barber
Publisher : John Wiley & Sons
Page : 132 pages
File Size : 41,9 Mb
Release : 2006-02-03
Category : Business & Economics
ISBN : 9780470016114
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.
Author : Caroline Harsch
Publisher : GRIN Verlag
Page : 27 pages
File Size : 41,5 Mb
Release : 2018-08-27
Category : Business & Economics
ISBN : 9783668784642
Seminar paper from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, University of Tubingen, language: English, abstract: Since people started to invent and sell products to others, advertising became more and more important as the diversity of products and brands grew. Advertisers use many different ways to convince their target audience to buy the product e.g. the wide variety of media such as TV, radio, Print or Internet. The first media used for advertising as we know it today were printed media such as bills, newspapers and magazines. As those media only attracted the eye of people, everybody was thrilled by the possibility the new invention radio offered: Advertisers were able to reach their target audience through their ears. Today radio doesn’t seem to be that startling anymore compared to inventions like TV or Internet. They both combine seeing and hearing and the Internet also allows users to become active themselves. Due to the widespread meaning that advertising is more effective reaching the eye of clients than only their ear, radio is used the least as an advertising medium. The opportunities radio offers, because it’s only made for the ear aren’t seen by advertisers and companies and over the years radio became the “Stiefkind der Werbung” (Goldhammer, 1998, p. 17). The little usage of radio as an advertising media is not adequate compared to the position it has for people, because in Germany is a nearly full supply of radios and most of the house-holds even own more than one radio. Because of that drawback the present essay focuses on the question why radio should be used more as an advertising media by pointing out the advantages it offers to advertisers, whereupon some pros only can be given by radio and not by any other media. For some background information the essay gives a short summary of the history of radio ad-vertising (chapter 2). Chapter 3 makes the difference between the usage of radio by publics and by advertisers clear. After that analysis chapter 4.1 describes some more advantages radio offers as an advertising medium besides the results of the Media-Analysis. On the basis of all those chapters some hints for a good commercial are given in chapter 4.2. Chapter 5 is about the effect radio commercials have on listeners. At first it’s explained how radio commercials are processed by the human brain, while chapter 5.2 to 5.4 interpret a research for the company DasÖrtliche to explain how radio Mono-Campaigns, strategies with a mixture between radio and TV, and campaigns with three different media work.
Author : Ned Midgley
Publisher : Wildside Press LLC
Page : 382 pages
File Size : 40,8 Mb
Release : 2008-05-01
Category : Business & Economics
ISBN : 9781434471765
A guide to the buying and selling of radio advertising from a former Sales Service Manager at CBS and a special lecturer on radio at New York University.
Author : Eugene Fred Seehafer,Jack William Laemmar
Publisher : Unknown
Page : 674 pages
File Size : 45,8 Mb
Release : 1959
Category : Radio advertising
ISBN : STANFORD:20501161553
Author : Marcus Sheridan
Publisher : John Wiley & Sons
Page : 357 pages
File Size : 52,7 Mb
Release : 2019-08-06
Category : Business & Economics
ISBN : 9781119610144
The revolutionary guide that challenged businesses around the world to stop selling to their buyers and start answering their questions to get results; revised and updated to address new technology, trends, the continuous evolution of the digital consumer, and much more In today’s digital age, the traditional sales funnel—marketing at the top, sales in the middle, customer service at the bottom—is no longer effective. To be successful, businesses must obsess over the questions, concerns, and problems their buyers have, and address them as honestly and as thoroughly as possible. Every day, buyers turn to search engines to ask billions of questions. Having the answers they need can attract thousands of potential buyers to your company—but only if your content strategy puts your answers at the top of those search results. It’s a simple and powerful equation that produces growth and success: They Ask, You Answer. Using these principles, author Marcus Sheridan led his struggling pool company from the bleak depths of the housing crash of 2008 to become one of the largest pool installers in the United States. Discover how his proven strategy can work for your business and master the principles of inbound and content marketing that have empowered thousands of companies to achieve exceptional growth. They Ask, You Answer is a straightforward guide filled with practical tactics and insights for transforming your marketing strategy. This new edition has been fully revised and updated to reflect the evolution of content marketing and the increasing demands of today’s internet-savvy buyers. New chapters explore the impact of technology, conversational marketing, the essential elements every business website should possess, the rise of video, and new stories from companies that have achieved remarkable results with They Ask, You Answer. Upon reading this book, you will know: How to build trust with buyers through content and video. How to turn your web presence into a magnet for qualified buyers. What works and what doesn’t through new case studies, featuring real-world results from companies that have embraced these principles. Why you need to think of your business as a media company, instead of relying on more traditional (and ineffective) ways of advertising and marketing. How to achieve buy-in at your company and truly embrace a culture of content and video. How to transform your current customer base into loyal brand advocates for your company. They Ask, You Answer is a must-have resource for companies that want a fresh approach to marketing and sales that is proven to generate more traffic, leads, and sales.
Author : Merle Scheffel Pierce
Publisher : Unknown
Page : 250 pages
File Size : 53,5 Mb
Release : 1958
Category : Radio
ISBN : WISC:89011029998
Author : Larry Oakner
Publisher : John Wiley & Sons
Page : 239 pages
File Size : 45,7 Mb
Release : 2002-10-24
Category : Business & Economics
ISBN : 9780471263296
Das Beste aus 50 Jahren Radiowerbung! "And Now A Few Laughs from Our Sponsor" gibt einen fundierten Einblick in die erfolgreichsten und unterhaltsamsten Radiowerbespots der letzen 50 Jahre. Präsentiert von Altmeister Larry Oakner. Umfangreiche Interviews mit Kundenbetreuern, Kunden, Produzenten und Schauspielern vermitteln nicht nur eine einzigartige Sichtweise über die Gestaltung humorvoller Radiowerbespots, sondern machen auch deutlich, worauf es bei einer unvergesslichen und effektiven Werbekampagne wirklich ankommt. Mit Begleit-CD. Sie enthält die Originalaufnahmen der im Buch besprochenen Werbesendungen. Dieses Buch zeigt jedem Werbeprofi, wie er 60 Sekunden Sendezeit optimal nutzt, um beim Verbraucher einen bleibenden Eindruck zu hinterlassen und ihn für sich zu gewinnen. "And Now A Few Laughs from Our Sponsor" unterscheidet sich massiv von Konkurrenzwerken, denn es enthält wichtige Lektionen, wie man die Aufmerksamkeit von Verbrauchern gewinnt. Dadurch wird es zur absoluten Pflichtlektüre für alle Fachleute im Bereich Radiowerbung und Copywriting. Demonstriert bedeutende Beispiele, in denen sich Werbung mit Parodie, Popkultur und Comedy verbindet. Ein neuer Band aus der ausgesprochen erfolgreichen 'Adweek'-Reihe.
Author : Bob Schulberg
Publisher : N T C Business Books
Page : 232 pages
File Size : 52,7 Mb
Release : 1989
Category : Radio advertising
ISBN : UOM:39015024658091
Author : Jonne Murphy
Publisher : Unknown
Page : 260 pages
File Size : 50,9 Mb
Release : 1980
Category : Business & Economics
ISBN : UOM:39015000953227
Author : Kathleen M. Newman
Publisher : Univ of California Press
Page : 258 pages
File Size : 54,5 Mb
Release : 2004-05-17
Category : Performing Arts
ISBN : 0520936752
Radio Active tells the story of how radio listeners at the American mid-century were active in their listening practices. While cultural historians have seen this period as one of failed reform—focusing on the failure of activists to win significant changes for commercial radio—Kathy M. Newman argues that the 1930s witnessed the emergence of a symbiotic relationship between advertising and activism. Advertising helped to kindle the consumer activism of union members affiliated with the CIO, middle-class club women, and working-class housewives. Once provoked, these activists became determined to influence—and in some cases eliminate—radio advertising. As one example of how radio consumption was an active rather than a passive process, Newman cites The Hucksters, Frederick Wakeman's 1946 radio spoof that skewered eccentric sponsors, neurotic account executives, and grating radio jingles. The book sold over 700,000 copies in its first six months and convinced broadcast executives that Americans were unhappy with radio advertising. The Hucksters left its mark on the radio age, showing that radio could inspire collective action and not just passive conformity.
Author : Godfrey W. Herweg
Publisher : Unknown
Page : 148 pages
File Size : 53,6 Mb
Release : 1995
Category : Radio advertising
ISBN : PSU:000026764535
Author : William R. West,Jim Conlan
Publisher : Unknown
Page : 140 pages
File Size : 53,9 Mb
Release : 1999-01-01
Category : Radio advertising
ISBN : 1886745226
Author : Cynthia B. Meyers
Publisher : Fordham Univ Press
Page : 288 pages
File Size : 54,8 Mb
Release : 2013-12-01
Category : Social Science
ISBN : 9780823253760
During the “golden age” of radio, from roughly the late 1920s until the late 1940s, advertising agencies were arguably the most important sources of radio entertainment. Most nationally broadcast programs on network radio were created, produced, written, and/or managed by advertising agencies: for example, J. Walter Thompson produced “Kraft Music Hall” for Kraft; Benton & Bowles oversaw “Show Boat” for Maxwell House Coffee; and Young & Rubicam managed “Town Hall Tonight” with comedian Fred Allen for Bristol-Myers. Yet this fact has disappeared from popular memory and receives little attention from media scholars and historians. By repositioning the advertising industry as a central agent in the development of broadcasting, author Cynthia B. Meyers challenges conventional views about the role of advertising in culture, the integration of media industries, and the role of commercialism in broadcasting history. Based largely on archival materials, A Word from Our Sponsor mines agency records from the J. Walter Thompson papers at Duke University, which include staff meeting transcriptions, memos, and account histories; agency records of BBDO, Benton & Bowles, Young & Rubicam, and N. W. Ayer; contemporaneous trade publications; and the voluminous correspondence between NBC and agency executives in the NBC Records at the Wisconsin Historical Society. Mediating between audiences’ desire for entertainment and advertisers’ desire for sales, admen combined “showmanship” with “salesmanship” to produce a uniquely American form of commercial culture. In recounting the history of this form, Meyers enriches and corrects our understanding not only of broadcasting history but also of advertising history, business history, and American cultural history from the 1920s to the 1940s.
Author : Pete Schulberg
Publisher : Contemporary Books
Page : 264 pages
File Size : 50,5 Mb
Release : 1996
Category : Business & Economics
ISBN : UOM:39015038415181
A comprehensive guide for advertisers, advertising agencies, and people who want to sell them time on the radio. Schulberg, with a long career in the radio business, spices up the text with anecdotes and humor. He outlines radio's history and technology, then explains such matters as ratings, creativity, response, format, segmenting markets, direct response, co-op advertising, and integrating radio advertising into an overall communications plan. No bibliography. Updated from the 1989 edition. Annotation copyright by Book News, Inc., Portland, OR
