"Combining theory, listener insight and practical advice, here is an essential guide to harnessing the power of radio as the 'brand conversation medium', for your brand. Drawing on examples from leading organizations including Carphone Warehouse, Waitrose, British Airways, Nestle and the UK Government, the authors explore the scale and effectiveness of radio advertising, how it works, its role in current brand thinking, why a more creative approach is needed and - most importantly - how to actually go about creating better ads."--Jacket.