An Advertiser′s Guide to Better Radio Advertising

<p>Foreword by Jo Kenrick ix</p>
<p>How to use this book xi</p>
<p>Acknowledgements xiii</p>
<p>About the authors xv</p>
<p>SECTION 1 The Case for Change 1</p>
<p>1 The Scale of the Medium 3</p>
<p>1.1 The development of commercial radio in the UK 5</p>
<p>1.2 Measurement and growth of the commercial radio audience 8</p>
<p>1.3 Who listens to commercial radio? 11</p>
<p>1.4 Radio s status as an advertising medium 14</p>
<p>1.5 What does the future hold for commercial radio? 18</p>
<p>1.6 Summary 25</p>
<p>2 The True Radio Context 27</p>
<p>2.1 Why and how people listen 29</p>
<p>2.2 Radio s media attributes 33</p>
<p>2.3 How radio communicates 42</p>
<p>2.4 Effectiveness of the medium 48</p>
<p>2.5 Summary 51</p>
<p>3 The Need for a Different Approach 53</p>
<p>3.1 Why the need for a different approach? 55</p>
<p>3.2 Why does radio advertising have to be creative? 57</p>
<p>3.3 Why aren t we better at using radio? 60</p>
<p>3.4 The challenges and opportunities of the medium 62</p>
<p>3.5 Summary 65</p>
<p>SECTION 2 Harnessing the True Power of Radio 67</p>
<p>4 What is Advanced Level Creativity? 69</p>
<p>4.1 Effectiveness is a relative term 71</p>
<p>4.2 Three common structural problems 72</p>
<p>4.3 The crucial importance of brand linkage 76</p>
<p>4.4 Realism vs. shooting for the moon 78</p>
<p>4.5 Thinking at campaign level 80</p>
<p>4.6 Summary 80</p>
<p>5 Best Practice Process for Creating Better Radio 83</p>
<p>5.1 Providing the optimum radio brief 85</p>
<p>5.2 Judging good radio ideas 91</p>
<p>5.3 The art of radio production 102</p>
<p>5.4 Branding in sound 111</p>
<p>5.5 Summary 120</p>
<p>6 Measuring Radio s Effect 121</p>
<p>6.1 Defining the research objectives 123</p>
<p>6.2 The importance of split samples 125</p>
<p>6.3 Where to do the research 126</p>
<p>6.4 When to do the research 128</p>
<p>6.5 Sample sizes 129</p>
<p>6.6 Method and questionnaire 131</p>
<p>6.7 Measuring the short–term sales effects of radio 132</p>
<p>6.8 Measuring the effect of radio sponsorships and promotions 134</p>
<p>6.9 Summary 136</p>
<p>SECTION 3 Thinking about Radio as New Media 139</p>
<p>7 The New Challenges Facing Brand Communications 141</p>
<p>7.1 The evolving consumer context 143</p>
<p>7.2 How brand marketing is changing 146</p>
<p>7.3 Dialogue, the new brand driver 148</p>
<p>7.4 Summary 152</p>
<p>8 Radio s Role in Emerging Brand Thinking 153</p>
<p>8.1 Radio as a brand conversation medium 155</p>
<p>8.2 Harnessing the power of radio for brand conversations 164</p>
<p>8.3 New conversational roles for radio 166</p>
<p>8.4 Summary 170</p>
<p>SECTION 4 The Seven–Step Guide to Better Radio Advertising 171</p>
<p>9 The Seven–Step Guide to Better Radio Advertising 173</p>
<p>Step 1: Define a clear role for radio 175</p>
<p>Step 2: Keep the brief simple 176</p>
<p>Step 3: Ask for the team with radio skills 178</p>
<p>Step 4: Take care over tone 179</p>
<p>Step 5: Use the right judging criteria 181</p>
<p>Step 6: Use preproduction 182</p>
<p>Step 7: Consider using a director 184</p>
<p>Summary 185</p>
<p>SECTION 5 Appendices 187</p>
<p>Appendix 1 The RAB Bus Research Study 189</p>
<p>Appendix 2 Radio Script 191</p>
<p>Appendix 3 Online Radio Ads Track Listing (<a href="http://www.better–radio–advertising.co.uk/">www.better–radio–advertising.co.uk) 193</p>
<p>References 205</p>
<p>Index 207</p>