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Usually ships in 1 business days | | | | | | As the title implies, Direct Response Radio: The Way to Greater Profit with Measurable Radio Advertising by Brett Astor and Jeff Small gets down to business in order to help readers formulate when, how and why to use radio advertising to attract profitable new customers. Limitless in its potential, this guide provides an accessible and assessable avenue to grow profits by helping businesses reach their target markets swiftly and efficiently. This handy tutorial dispels the mysteries of radio advertising and helps companies of different sizes make the most out of their advertising dollars and understand how radio advertising can be most effective. With a focus on testing, the authors' formula and philosophies waste no time, effort, or media dollars. A 101-Dummy's guide to direct response radio advertising, the methodology these radiomen employ delivers vital knowledge of a variety of markets so that each radio media campaign is unique, sustainable, and most importantly, profitable. | | | |
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| | Product Details | | Author: | Brett Astor | | Paperback: | 124 pages | | Publisher: | BookSurge Publishing | | Publication Date: | March 25, 2008 | | Language: | English | | ISBN: | 1419682229 | | Package Length: | 7.9 inches | | Package Width: | 5.3 inches | | Package Height: | 0.4 inches | | Package Weight: | 0.3 pounds | | Average Customer Rating: |  based on 7 reviews |
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| | Customer Reviews | Average Customer Review: ( 7 customer reviews )
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Most Helpful Customer Reviews
2 of 2 found the following review helpful:
 Good read but for a narrow audience Oct 06, 2009
By Eric Shoars
I have been in the radio industry for 25 years, the last seven of which have been in sales. I eagerly anticipated reading Direct Response Radio by Astor and Small because I am always looking to improve how I sell. In addition, business owners are always looking to measure their radio advertising, which has always been challenging. I thought the authors did a find job in making some complex radio subjects easy to understand and digest. However, I found the book focused more on dealing with advertising agencies and retail markets, but not service businesses. This is not an applicable book for most radio sales people like myself who do direct selling to advertisers and not agencies. I would not recommend this book to my local clients because it would encourage them to do business with agencies and not me. Overall, this is a good book, just not one for most radio sellers like myself.
2 of 2 found the following review helpful:
 only what I need to know May 20, 2008
By P. Sussman
This is a well-written book that focuses on what I need to know, without all the fluff of the usual business books, yet with enough substance and good references to make it worth my time to read.
1 of 1 found the following review helpful:
Great resource for learning the medium Jun 09, 2008
By Christine Parlamis
This was a great resource for learning the radio customer acquisition space. My background is online and direct acquisition. This book offered me great insight into how to extend that to the radio medium. Excellent read.
Tells it like it is! Mar 07, 2011
By BigBuddyBry
This book is my Bible!
I work with organizations who think radio is dead and that advertising on it doesn't work anymore! Astor & Scott prove that is simply not the case. If every organization used this approach to advertising their organizations the excuse radio doesn't work would simply vanish!
I know of no other way to grow your organizations profitability than by following these steps as outlined in the book. Don't let the Sales rep rush you into thousands of dollars with out going through this process! The three phases and their corresponding activities are a must to building a profitable and sucessful campaign! Especially important is the strategy portion and answering the ten questions! Their advice is spot on (no pun intended) when it comes to the creative portion of putting ads together! As a radio talent with a very high, girly voice, it was great to read how the talent isn't that important to sucessful ads! In addition,learning how to hire an ad agency is also important and they brilliantly let you know if you can do this on your own or if you need an agency!
Not using this book would be like Insanity - As Einstein defined it, "Doing the same thing over and over and expecting to get the different results!" So, if you want to keep wasting time and money and going nowhere with your advertising, then this isn't the book for you! However, if you do think radio does and can work; do it the right way and buy this book!
Worth the investment of time and money May 04, 2009
By Erik Beguin
"Erik"
A straight forward and quick read. Good advice on how to optimize ROI on your advertising investment.
See all 7 customer reviews on Amazon.com
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