How to make the most of radio

Given renewed interest in radio as an advertising medium in the UK, this edition of ‘Best Practice’ considers how best to use it (rather than the increasingly complex field of audience measurement.

How To Make The Most Of Radio

Roderick White

Radio is the oldest and, until recently, a very neglected electronic medium. TV came in, took over and dominated the ad industry's approach to communications and consumers' idea of where they receive...

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