RAB produces book to broaden adland’s knowledge of radio

The Radio Advertising Bureau has consolidated its seven years of industry research into a book, Understanding Radio, written by Andrew Ingram, its operations director.

The Radio Advertising Bureau has consolidated its seven years of

industry research into a book, Understanding Radio, written by Andrew

Ingram, its operations director.



The book is the sequel to the industry bible, Wireless Wisdom, and

20,000 copies are being printed and distributed to the RAB’s

members.



Understanding Radio is aimed at media and advertising agencies as well

as clients and specialist radio production agencies.



Ingram said: ’Understanding Radio is less about the ’hard’ data - the

numbers, the changes to the Broadcasting Act and the new technology -

and more about the ’soft’ data.



’It’s a ready reckoner about how to deal with the fact that radio ads

have a high level of frequency in a very intimate situation, how station

formats work and who organises them.



’The numbers for radio are persuasive but they don’t help you make

decisions about such things as what sort of effect you’re looking

for.’



Chapters cover subjects including understanding strategic roles for

radio, effectiveness and creativity. The latter includes nine guidelines

on creative radio advertising written by John Bartle, the former joint

chairman of Bartle Bogle Hegarty.



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