Radio Advertising Does Not Work. Says Who? by Victor Prooth, Shelly Ng (2006) Paperback

"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