There has recently been dramatic growth in the medium of radio. However, advertisers and agencies too often still use radio for its basic tactical abilities, leaving the emotional power of the medium untapped. This book is a practical guide to understanding and exploiting the true power of radio as the ?brand conversation medium?. Combining theory, listener understanding and practical advice, the authors explore the scale and effectiveness of radio advertising, how the medium communicates, it?s role in emerging brand thinking, and best practice for creating better radio advertising. Overviews, summaries, quotations and checklists are featured throughout, as well as case studies from companies in all sectors including Sainsbury?s, British Airways, Carphone Warehouse, BT and the British Government.

There has recently been dramatic growth in the medium of radio. However, advertisers and agencies too often still use radio for its basic tactical abilities, leaving the emotional power of the medium untapped. This book is a practical guide to understanding and exploiting the true power of radio as the ?brand conversation medium?. Combining theory, listener understanding and practical advice, the authors explore the scale and effectiveness of radio advertising, how the medium communicates, it?s role in emerging brand thinking, and best practice for creating better radio advertising. Overviews, summaries, quotations and checklists are featured throughout, as well as case studies from companies in all sectors including Sainsbury?s, British Airways, Carphone Warehouse, BT and the British Government.

To celebrate the 50th anniversary of the NSRI, here is a collection of daring rescues filled with drama and danger. From burning ships to shark attacks, sinking trawlers to hallucinating fishermen, these are the stories of mans constant battle with some of the most dangerous waters on earth. But there is one story in particular that gave rise to the creation of the NSRI...On 12 April 1966, four fishing boats put out to sea from Stilbaai on South Africas southern coast. Soon they were all pulling in fish as fast as they could bait their hooks, and the boats were settling lower in the water. Shortly before sunset, skipper Gerhard Dreyer saw clouds building on the horizon. But the fishing was too good and they ignored the signs. Later that night a gale force wind slammed into them. I told the men to throw everything overboard, Gerhard remembers. An hour before midnight, Gerhard headed for deeper water to try and ride out the swells. As dawn broke, they saw for the first time the true extent of the nights damage: among the flotsam, one man in a lifebuoy. That man was the only crewman from the other three boats to survive the terrible storm. Seventeen men died that night.Simonstown schoolteacher Patti Price was horrified when she read the news. She began a media campaign and appealed to the president of the Society of Master Mariners. As a direct result of her efforts, the South African Inshore Rescue Service was founded in August 1966 (renamed the National Sea Rescue Institute in 1967). Today, the NSRI has 35 rescue bases and over 1 000 volunteers.

There has recently been dramatic growth in the medium of radio. However, advertisers and agencies too often still use radio for its basic tactical abilities, leaving the emotional power of the medium untapped. This book is a practical guide to understanding and exploiting the true power of radio as the ?brand conversation medium?. Combining theory, listener understanding and practical advice, the authors explore the scale and effectiveness of radio advertising, how the medium communicates, it?s role in emerging brand thinking, and best practice for creating better radio advertising. Overviews, summaries, quotations and checklists are featured throughout, as well as case studies from companies in all sectors including Sainsbury?s, British Airways, Carphone Warehouse, BT and the British Government.

There has recently been dramatic growth in the medium of radio. However, advertisers and agencies too often still use radio for its basic tactical abilities, leaving the emotional power of the medium untapped. This book is a practical guide to understanding and exploiting the true power of radio as the ?brand conversation medium?. Combining theory, listener understanding and practical advice, the authors explore the scale and effectiveness of radio advertising, how the medium communicates, it?s role in emerging brand thinking, and best practice for creating better radio advertising. Overviews, summaries, quotations and checklists are featured throughout, as well as case studies from companies in all sectors including Sainsbury?s, British Airways, Carphone Warehouse, BT and the British Government.

To celebrate the 50th anniversary of the NSRI, here is a collection of daring rescues filled with drama and danger. From burning ships to shark attacks, sinking trawlers to hallucinating fishermen, these are the stories of mans constant battle with some of the most dangerous waters on earth. But there is one story in particular that gave rise to the creation of the NSRI...On 12 April 1966, four fishing boats put out to sea from Stilbaai on South Africas southern coast. Soon they were all pulling in fish as fast as they could bait their hooks, and the boats were settling lower in the water. Shortly before sunset, skipper Gerhard Dreyer saw clouds building on the horizon. But the fishing was too good and they ignored the signs. Later that night a gale force wind slammed into them. I told the men to throw everything overboard, Gerhard remembers. An hour before midnight, Gerhard headed for deeper water to try and ride out the swells. As dawn broke, they saw for the first time the true extent of the nights damage: among the flotsam, one man in a lifebuoy. That man was the only crewman from the other three boats to survive the terrible storm. Seventeen men died that night.Simonstown schoolteacher Patti Price was horrified when she read the news. She began a media campaign and appealed to the president of the Society of Master Mariners. As a direct result of her efforts, the South African Inshore Rescue Service was founded in August 1966 (renamed the National Sea Rescue Institute in 1967). Today, the NSRI has 35 rescue bases and over 1 000 volunteers.