By Elizabeth Brody
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Extra resources for Effective Radio Advertising
Radio has always been the medium that gets the best results for its advertisers. Because of its unique ability to reach the right listeners with the right message, radio even survived the onslaught of Page vi television and cable. 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.
I. Potatoes:CODCO14. Listerine:Polka15. Dixie Value Mall:Professor16. Freixenet:Refrigeratorologist17. Freixenet:Pronunciation18. Freixenet:Another Name19. Freixenet:How to Crash a Party20. Sting:Something New21. Molson:Comedy22. Molson:Notice23. Molson:Designated Driver24. Molson:Border25. Fromageries Bel Cheese:Craving26. Fromageries Bel Cheese:Valley Girl 1 Page i Effective Radio Advertising Marc G. Weinberger Leland Campbell Beth Brody LEXINGTON BOOKS An Imprint of Macmillan, Inc. NEW YORK Maxwell Macmillan Canada TORONTO Maxwell Macmillan International NEW YORK OXFORD SINGAPORE SYDNEY Page ii Disclaimer: This book contains characters with diacritics.
Method and Response Measures 147 Appendix B Coded Commercial Features Used 151 Appendix C Correlations Among Measures 155 Appendix D Classification Rates from Discriminant Analysis 157 References 161 Index 167 About the Authors 175 Page v Foreword During the more than forty years that I've been selling radio advertising, I've watched it develop into a versatile and sophisticated advertising medium. Today, each radio station has its own unique personality that can make advertisers' cash registers sing and agency creatives win highly esteemed awards.
Effective Radio Advertising by Elizabeth Brody