By Elizabeth Brody
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Additional resources for Effective Radio Advertising
Without their generosity, there would not have been a book. We owe a note of appreciation to the School of Management Page ix at the University of Massachusetts for its research support. We are also indebted to Sue Latremouille of the Radio Marketing Bureau in Canada; Jodi Mutnansky, Laura Morandin, and Ken Costa of the Radio Advertising Bureau in New York; and Ralph Guild of The Interep Radio Store, all for being patient with our repeated phone calls and answering our lengthy questions. Finally, we owe a large debt to our families for believing that this five-year effort that took precious time away from them would be successful.
But for radio to continue to expand and to continue to effectively reach consumers, we must always be searching for new, creative ways to advertise products on radio. I welcome this book because the creative concepts discussed throughout are vital to the continued success of radio advertising. For advertising agencies and their client advertisers to truly understand the meaning of radio, they must start at the beginning-with clear creative concepts that can be turned into masterpieces of sound.
After seeing that most advertising prescriptions do not take product differences into consideration, the book takes a unique descriptive look at the most common styles and structures of radio commercials, broken down into major product groupings. Chapters 5 through 8 look at what message features are found most commonly in good versus bad performing radio ads. The analysis derived from the unique analysis of the data files from one of the largest radio pretesting companies is conducted separately for the different product groupings and is the first such insight available for those developing radio ads.
Effective Radio Advertising by Elizabeth Brody