About
Why you need this book:Ineffective advertising is a black hole in the economy, billions of dollars spent annually that accomplish nothing. If you are the one paying for it, ineffective advertising is a hole in your bank account.
Advertising, like every other aspect of running a business, is an investment. A business that spends $2,000 a month for rent needs to document how the space generates more than $2,000 in revenue. Equally, if a business spends a $800 promoting itself through advertising, it should, at minimum, get $801 back in new business.
Larger companies can afford image advertising, using their messages to create a positive feeling about their brand. Smaller companies focusing on a local market rarely have this luxury.
There are over 10,000 radio stations just in the United States, and US advertisers spend over $18 billion a year on radio ads. Tens of thousands of businesses advertise on local radio stations for a simple reason: radio advertising works when it is done right.
But, most advertising books are geared toward big concepts, big clients, big budgets. The local business does not have focus groups or marketing mix analytics. Local businesses need measurable results, now. So, they need effective advertising. This book will show you how.
If you’re looking for theory about advertising and buying habits, looking for guidance on creating a national campaign or looking to understand the power of branding, this is the wrong source.
What you will find here is the front-line reality, the tools you need to write local radio commercials that accomplish their purpose.
Matt Judge was Director of Creative Services at two radio stations that dominated their market. He was both the comedy writer for the morning show and, once the show was over, responsible for creating spots for local advertisers. He is a graduate of Indiana University and the Advertising Arts College (then known as the La Jolla Academy of Advertising Arts, LJAAA).
He writes on many topics, assists companies with business growth, and is a frequent speaker for personal and professional development. You can find more information on the speaking engagements at:
https://www.espeakers.com/marketplace/profile/25315