Effective Radio Advertising
Author: Marc G. Weinberger
Publisher: Lexington Books
Published: 1994
Total Pages: 210
ISBN-13: 9780669250039
DOWNLOAD EBOOKTo learn more about Rowman & Littlefield titles please visit us at www.rowmanlittlefield.com.
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"Radio Advertising Does Not Work." Says Who?
Author: Victor Prooth
Publisher: American Mass Media Corporation
Published: 2006
Total Pages: 145
ISBN-13: 9780978559700
DOWNLOAD EBOOKThe Common-Sense Approach to Radio Advertising!www.RadioAdvertisingBook.com- When to Advertise on Radio - How to Measure Your Return on Radio Advertising - Seven Steps to Buying Radio Advertising - Six Components of a Successful Radio Campaign - How to Create Radio Commercials that Sell - Radio: Your Ultimate Salesperson - Effective Scheduling - Basic Media Math - How to Get the Most Out of Your Account Executive - When to Hire an Advertising Agency - Advertising & Promotion Laws - Play-by-Play Sports Radio: Theatre of the Mind Exemplified - Ten Sins in Radio Advertising - Five Things That Radio Cannot Do - The Future of Radio
Direct Response Radio
Author: Brett Astor
Publisher:
Published: 2008-03
Total Pages: 0
ISBN-13: 9781419682223
DOWNLOAD EBOOKStraightforward and concise, this self-help corporate planner guides small, medium, and large businesses on the dynamic and profitable advertising tool of direct response radio.
They Ask, You Answer
Author: Marcus Sheridan
Publisher: John Wiley & Sons
Published: 2019-08-06
Total Pages: 357
ISBN-13: 1119610141
DOWNLOAD EBOOKThe 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.
Radio Active
Author: Kathleen M. Newman
Publisher: Univ of California Press
Published: 2004-05-17
Total Pages: 258
ISBN-13: 9780520936751
DOWNLOAD EBOOKRadio 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.
Programmatic Advertising
Author: Oliver Busch
Publisher: Springer
Published: 2015-11-26
Total Pages: 280
ISBN-13: 331925023X
DOWNLOAD EBOOKThis fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.
Marketing Management
Author: Michael R. Czinkota
Publisher: Springer Nature
Published: 2021-08-24
Total Pages: 901
ISBN-13: 3030669165
DOWNLOAD EBOOKThis textbook provides students with comprehensive insights on the classical and contemporary marketing theories and their practical implications. A fourth, revised edition of Marketing Management, the text features new classical and contemporary cases, new interdisciplinary and cross-functional implications of business management theories, contemporary marketing management principles and. futuristic application of marketing management theories and concepts. The core and complex issues are presented in a simplified manner providing students with a stimulating learning experience that enables critical thinking, understanding and future application. Each chapter features a chapter summary, key terms, review and discussion questions and a practice quiz. Throughout the text there are also specific teaching features to provide students and instructors with an enhanced pedagogical experience. These features include: The Manager’s Corner: These sections provide real-world examples that instructors may highlight to exemplify theory or as mini-cases for discussion. Marketing in Action: These sections ask students to apply concepts and theories to actual business situations. Web Exercises: These mini sections provide students with real world issues and suggest websites for more information. In addition, the authors provide ancillary lecture notes and Solution/Instructors manual online to aid instructors in their teaching activities.
Radio Advertising's Missing Ingredient
Author: Steve Marx
Publisher: National Assn Broadcasters
Published: 1993
Total Pages: 137
ISBN-13: 9780893242060
DOWNLOAD EBOOKA Word from Our Sponsor
Author: Cynthia B. Meyers
Publisher: Fordham Univ Press
Published: 2013-12-01
Total Pages: 513
ISBN-13: 0823253767
DOWNLOAD EBOOKDuring 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.
Radio Advertising. Why radio commercials are more effective than advertisers think
Author: Caroline Harsch
Publisher: GRIN Verlag
Published: 2018-08-27
Total Pages: 27
ISBN-13: 3668784647
DOWNLOAD EBOOKSeminar 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.
