As the title implies, Direct Response Radio: The Way to Greater Profit with Measurable Radio Advertising by Brett Astor and Jeff Small gets down to business in order to help readers formulate when, how and why to use radio advertising to attract profitable new customers. Limitless in its potential, this guide provides an accessible and assessable avenue to grow profits by helping businesses reach their target markets swiftly and efficiently. This handy tutorial dispels the mysteries of radio advertising and helps companies of different sizes make the most out of their advertising dollars and understand how radio advertising can be most effective. With a focus on testing, the authors' formula and philosophies waste no time, effort, or media dollars. A 101-Dummy's guide to direct response radio advertising, the methodology these radiomen employ delivers vital knowledge of a variety of markets so that each radio media campaign is unique, sustainable, and most importantly, profitable.
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About the Author
A pioneer in the direct response radio advertising world, Jeff Small has been buying radio media for direct response advertising since the mid 1990s when direct response radio advertising was in its infancy. As CEO, he has led Strategic Media in building and managing some of the largest and most successful direct response radio advertising campaigns ever. Coauthor Brett Astor earned his MBA with distinction in marketing from the Ross School of Business at the University of Michigan in Ann Arbor. He began his direct marketing career at Dell Computer in Austin, Texas. Currently, as vice president of Strategic Media, his primary focus is creative strategy, testing methodologies, and campaign profitability analytics.
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2 of 2 people found the following review helpful:
3.0 out of 5 stars
Good read but for a narrow audience,
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This review is from: Direct Response Radio: The Way to Greater Profits with Measurable Radio Advertising (Paperback)
I have been in the radio industry for 25 years, the last seven of which have been in sales. I eagerly anticipated reading Direct Response Radio by Astor and Small because I am always looking to improve how I sell. In addition, business owners are always looking to measure their radio advertising, which has always been challenging. I thought the authors did a find job in making some complex radio subjects easy to understand and digest. However, I found the book focused more on dealing with advertising agencies and retail markets, but not service businesses. This is not an applicable book for most radio sales people like myself who do direct selling to advertisers and not agencies. I would not recommend this book to my local clients because it would encourage them to do business with agencies and not me. Overall, this is a good book, just not one for most radio sellers like myself.
2 of 2 people found the following review helpful:
5.0 out of 5 stars
only what I need to know,
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This review is from: Direct Response Radio: The Way to Greater Profits with Measurable Radio Advertising (Paperback)
This is a well-written book that focuses on what I need to know, without all the fluff of the usual business books, yet with enough substance and good references to make it worth my time to read.
1 of 1 people found the following review helpful:
5.0 out of 5 stars
Great resource for learning the medium,
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This review is from: Direct Response Radio: The Way to Greater Profits with Measurable Radio Advertising (Paperback)
This was a great resource for learning the radio customer acquisition space. My background is online and direct acquisition. This book offered me great insight into how to extend that to the radio medium. Excellent read.
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Inside This Book
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direct response radio ads, direct response radio campaign, response radio advertising, radio agency, radio advertising campaign, direct response advertising, cost per order Key Phrases - Capitalized Phrases (CAPs): (learn more)
Self Test, Eight Ways, Maximize Your Profits, The Four Biggest Mistakes, Final Warning, Developing Your Radio Advertising Strategy Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Back Cover | Surprise Me!
direct response radio ads, direct response radio campaign, response radio advertising, radio agency, radio advertising campaign, direct response advertising, cost per order Key Phrases - Capitalized Phrases (CAPs): (learn more)
Self Test, Eight Ways, Maximize Your Profits, The Four Biggest Mistakes, Final Warning, Developing Your Radio Advertising Strategy Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Back Cover | Surprise Me!
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