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Weinberger, Marc G.; Campbell, Leland.; Brody, Beth.
publisher
:
Lexington Books
isbn10 | asin
:
0669250031
print isbn13
:
9780669250039
ebook isbn13
:
9780585119625
language
:
English
subject
Radio advertising--United States.
publication date
:
1994
lcc
:
HF6146.R3W43 1994eb
ddc
:
659.14/2
subject
:
Radio advertising--United States.
Effective Radio Advertising
Commercials on Compact Disc
Advertiser
Commercial Name
1. Chevrolet Camaro:
Yes, Yes, Yes
2. AT&T:
Everything You Taught Me
3. RisCassi & Davis Law Firm:
Why Advertise?
4. Lo Jack Stolen Vehicle Recovery System:
Nick Bell
5. KNBC TV:
I Bought a Gun
6. Thieves Market:
Closet
7. Thieves Market:
Sale that Cried Wolf
8. Thieves Market:
Strike
9. Thieves Market:
Herb
10. L.A. Gear:
Adventures of a Single Girl
11. L.A. Gear:
Diary of a Single Girl
12. Alpine Car Stereos:
Clapton
13. P.E.I. Potatoes:
CODCO
14. Listerine:
Polka
15. Dixie Value Mall:
Professor
16. Freixenet:
Refrigeratorologist
17. Freixenet:
Pronunciation
18. Freixenet:
Another Name
19. Freixenet:
How to Crash a Party
20. Sting:
Something New
21. Molson:
Comedy
22. Molson:
Notice
23. Molson:
Designated Driver
24. Molson:
Border
25. Fromageries Bel Cheese:
Craving
26. Fromageries Bel Cheese:
Valley Girl 1
Page i
Effective Radio Advertising
Marc G. Weinberger Leland Campbell Beth Brody
LEXINGTON BOOKS An Imprint of Macmillan, Inc. NEW YORK
Maxwell Macmillan Canada TORONTO
Maxwell Macmillan International NEW YORK OXFORD SINGAPORE SYDNEY
Page ii
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Library of Congress Cataloging-in-Publication Data
Weinberger, Marc G. Effective radio advertising / Marc G. Weinberger, Leland Campbell, Beth Brody. p. cm. ISBN 0-669-25003-1 1. Radio advertising United States. I. Campbell, Leland. II. Brody, Beth. III. Title. HF6146.R3W43 1994 659. 14'2 dc2094-25058 CIP
Copyright 1994 by Lexington Books An Imprint of Macmillan, Inc.
All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the Publisher.
Lexington Books An Imprint of Macmillan, Inc. 866 Third Avenue, New York, N.Y. 10022
Maxwell Macmillan Canada, Inc. 1200 Eglinton Avenue East Suite 200 Don Mills, Ontario M3C 3N1
Macmillan, Inc. is part of the Maxwell Communication Group of Companies.
Printed in the United States of America
printing number 1 2 3 4 5 6 7 8 9 10
Page iii
Contents
Foreword
v
Preface
vii
1 Radio: Its Golden Past and Glowing Future
1
2 Radio: A Uniquely Powerful Medium
15
3 Putting Radio in Your Plan
37
4 Getting Specific: Finding Patterns in the Sand
61
5 Anatomy of a Good Commercial for High-Risk Tools White Cell Products
81
6 Anatomy of a Good Commercial for High-Risk Toys Red Cell Products
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