Includes bibliographical references (p. [205]) and index.
Contents
The case for change -- The scale of the medium -- The 'true' radio context -- The need for a different approach -- Harnessing the true power of radio -- What is advanced level creativity? -- Best practice radio process for creating better radio -- Measuring radio's effect -- Thinking about radio as "new media" -- The new challenges facing brand communications -- Radio's role in emerging brand thinking -- The seven-step guide to better radio advertising -- The seven step guide to advanced level radio advertising.
