search query: @indexterm advertising media / total: 223
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| Author: | Williams, S. |
| Title: | Pioneering commercial radio the "D-I-Y" way. |
| Journal: | European Journal of Marketing
1987 : VOL. 21:8, p. 7-13 |
| Index terms: | RADIO INDUSTRY ADVERTISING MEDIA |
| Language: | eng |
| Abstract: | A historic study is presented about how the advertising industry made possible popular broadcasting outside of what the BBC offered. The point of view of a senior member of commercial radio in its early days is examined. The idea of a broadcasting yacht is described. Ambitions of different parties are compared. The job of making up programmes is outlined. Early market research methods are examined. The reaction of advertisers is illustrated by cases. An international comparison is presented about advertisement broadcasting. Radio advertising went from strength to strength until the war. |
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