An Advertiser’s Guide to Better Radio Advertising

Mark BarberAfter graduating from the University of Life, Mark spent 18years as a media planner in a variety of media agencies beforejoining the Radio Advertising Bureau in 2001. He has been usingradio as an advertising medium since 1983, during which time hisperspective has moved from audience cost-per-thousands to thecommunication benefits of the medium.Mark's previous contributions to radio literature includeUnderstanding Radio, the Brand Conversation Medium andRadio Advertising Effectiveness for Dummies. In his sparetime, he supports Charlton Athletic, is teaching himself to speakTurkish, and entertains his children with bad jokes and poorlyexecuted magic tricks.Andrew IngramAndrew has a broad-based experience in advertising andmedia. After graduating from Cambridge in 1979, he startedcommercial life in the advertisement department of the DailyMail, going on through quantitative research, and qualitativeresearch, and eventually moving into account planning beforejoining the RAB in 1992.Andrew's previous books include Wireless Wisdom andUnderstanding Radio. He is a regular speaker at media andadvertising conferences across the globe. In his spare time, heindulges in daughters and classic cars, and an art projectinvolving old plastic bags in trees.The authors work together at the Radio Advertising Bureau on adaily basis, helping advertisers and agencies overcome the barriersthat are preventing them from using radio advertising moreeffectively. It is this experience that has informed thedevelopment of this book.