An Advertisers Guide to Better Radio Advertising: Tune In to the Power of the Brand Conversation Medium

AN ADVERTISER"S GUIDE TO BETTER RADIO ADVERTISING

Tune In to the Power of the Brand Conversation Medium.

"This is a remarkably valuable book on two counts. It will help every advertiser and agency get a great deal more for their radio money. And as a result, it elegantly illustrates how proper marketing knock spots off selling as a way of selling anything". – Jeremy Bullmore, WPP

"Short writing the ads for you , it is hard to imagine a better book on radio advertising. It also makes a strong case for radio in today′s marketing: as powerful credible tool to build word of mouth. If your customers have ears, you should probably read this book." – John Grant, Author New Marketing Manifesto & After Image

"This book will worry a few agencies. I suspect no client, having read it. will accept second–best radio again". – Chris O′Shea, Creative Director, HOW

"Whether or not they are actively considering advertising on radio, advertisers would do well  to read Andrew Ingram and Mark Barber′s An Advertiser′s Guide to Better Radio Advertising. Addressing all the Key issues, It provides an up–to–date compendium of useful advice for harnessing the medium′s Strengths with numerous tips on the Medium′s strengths with numerous tips on Maximising advertising impact and effectiveness". – Bob Wootton, Director of Media & Advertising, ISBN

"Take radio more seriously – If you do, your teams will come with you. Have a look at this book – It′s full of practical advice to help you manage the process, and the people involved, more effectively". – From the Foreword by Jo Kenrick, Director of Marketing Communications, Camelot

"Radio is an increasingly important medium for advertisers, but too often is only used to communicate short term ′by Now′ tactical messages. This reflects eleven plus thinking on radio advertising. Many major advertisers would do well to progress to advanced level thinking by reconsidering a broader role for radio within the media mix. This new publication on ′Advanced Level Radio′ Provides practical steps for advertisers to leverage the real power of radio advertising. A must for all Ad Managers and Media Planners!". – Paul Philpott, Commercial Director, Toyota GB

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 conversational roles for radio.

8.4 Summary.

SECTION 4: The Seven–Step Guide to Better Radio Advertising.

9 The Seven–Step Guide to Better Radio Advertising.

Step 1: Define a clear role for radio.

Step 2: Keep the brief simple.

Step 3: Ask for the team with radio skills.

Step 4: Take care over tone.

Step 5: Use the right judging criteria.

Step 6: Use preproduction.

Step 7: Consider using a director.

Summary.

SECTION 5: Appendices.

Appendix 1: The RAB Bus Research Study.

Appendix 2: Radio Script.

Appendix 3: Online Radio Ads Track Listing (www.better–radio–advertising.co.uk).

References.

Index.

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.

a must–read the perfect source of advice and inspiration for any client, creative or media agency wanting to deliver more effective communications through radio. (Media Week, 28 June 2005)