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- Archived Lectures *These may not cover the latest advances in the field
-
2 min
1. Introduction to the series- Mr. Andrew Ingram
-
33 min
2. What is radio good for? Strategic roles for the medium- Mr. Andrew Ingram
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23 min
3. How does it work? The evidence for radio's effectiveness- Mr. Mark Barber
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41 min
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31 min
5. The producer's lot: what to consider in production- Mr. Alex Burrett
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43 min
6. Who will direct your actors? The truth about radio direction- Mr. Martin Sims
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24 min
7. Beyond the spot- Mr. Duncan George
Printable Handouts
Navigable Slide Index
- Introduction
- Going off piste with radio
- Agenda
- August 28th 1922
- 1925: Captain LF Plugge
- Correspondence
- Beyond the spot
- Radio Caroline - not built for the Southern Ocean
- Licence to commercial radio
- Importance of non-spot / brand content
- Radio as companion to the listener
- Non-spot messages of a serious nature
- Interactivity
- Radio brands attract attention
- Contribution of new technology
- Advantage of live broadcast
- Radio branded content is considered as subtle
- Touch points of radio with its consumers
- Peak hours for radio listening
- Music and commercial radio
- Example
- Rise of radio sponsorship profits
- Reasons for the growth of non-spot business
- Radio as a sophisticated media
- Digital technology
- Engagement planning
- Orange gigsandtours
- Airmiles and Classic FM City Guides
- 4 Digital Group
- Woolworths and hit40UK
- FRANK campaign
- Foster's Australia Day
- Comment of Sarah Warby, marketing manager
- Intel on XFM website
- Intel on Classic FM website
- Comment of Simon Shipley, brand manager
- Chill radio station
- Heat radio
- Galaxy of stories (1)
- Galaxy of stories (2)
- Galaxy of stories (3)
- Comment of Mark Jones, Ford UK
- Guidelines
- Five basic rules
- The future
- Summary
- Sources
- Future sources and acknowledgements
Topics Covered
- A brief history of non spot advertising on radio
- An explanation of the characteristics of the medium that make it appropriate for this type of business
- Some real life examples of how advertisers have used the medium with non spot campaigns
- Advice on best practice
- A look to the future
Talk Citation
George, D. (2008, June 11). Beyond the spot [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved April 20, 2024, from https://hstalks.com/bm/895/.Export Citation (RIS)
