"Radio Advertising Does Not Work." Says Who? [Paperback]

Shelly Ng (Author), Victor Prooth (Author, Editor)

Book Description

Publication Date: May 1, 2006

"Radio Advertising Does Not Work." Says Who? What You Need to Know about Radio Advertising

The Common-Sense Approach to Radio Advertising!

- When to Advertise on Radio
- How to Measure Your Return on Radio Advertising
- Seven Steps to Buying Radio Advertising
- Six Components of a Successful Radio Campaign
- How to Create Radio Commercials that Sell
- Effective Scheduling
- Basic Media Math
- How to Get the Most Out of Your Account Executive
- When to Hire an Advertising Agency
- Advertising & Promotion Laws
- Play-by-Play Sports Radio: Theatre of the Mind Exemplified
- Ten Sins in Radio Advertising
- Five Things That Radio Cannot Do
- The Future of Radio

Product Details

• Paperback: 152 pages
• Publisher: American Mass Media Corporation (May 1, 2006)
• Language: English
• ISBN-10: 0978559703
• ISBN-13: 978-0978559700
• Product Dimensions: 8.2 x 5.4 x 0.6 inches
• Shipping Weight: 7.2 ounces (View shipping rates and policies)
• Average Customer Review: 4.4 out of 5 stars  See all reviews (8 customer reviews)
• Amazon Best Sellers Rank: #799,324 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

5.0 out of 5 stars great primer on radio advertising, June 27, 2006

By 

Ron Bartelstein - See all my reviews
(REAL NAME)   

This review is from: "Radio Advertising Does Not Work." Says Who? (Paperback)

a very honest overview of the positives and negatives relating to radio advertising. Much of the information provided is not something that your local radio rep would normally share with you. I'm sure my business will benefit from the concepts and information presented in this book. I thoroughly enjoyed and recommend this book.

Ron Bartelstein
Atlas Restoration, LLC
"Foundation Repair Specialists"

5 of 5 people found the following review helpful:

5.0 out of 5 stars This is a must-have book about radio advertising!, September 28, 2006

By 

Mike - See all my reviews

This review is from: "Radio Advertising Does Not Work." Says Who? (Paperback)

If you want to know the facts of radio advertising without any fluff or hype, this book has it all! I read this book in one evening. It told me everything I wanted to know in specific terms. It's like my own personal industry insider. As a marketing professional, I use this book a lot. If you're in radio, advertising, or marketing, or if you're a business thinking about advertising on radio, this is a gem and an essential, must-have reference. It will save you a lot of trouble!

1 of 1 people found the following review helpful:

1.0 out of 5 stars Not worth my valuable time., October 28, 2010

By 

John Soros "J.S." (Las Vegas, NV) - See all my reviews

This review is from: "Radio Advertising Does Not Work." Says Who? (Paperback)

This book promises a lot in the table of contents, but it's so rudimentary & simple that it left me wanting. There is no sophistication, and the entire book is just one big plug for why you should advertise on radio. That, and there is no real substance. Take the fact that the margins are double a normal book just so they could get the page count up, for instance!

I would look elsewhere for expertise in radio advertising - this book was not worth my valuable time.