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“Radio is enormously powerful in different ways than television”

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“Radio is enormously powerful in different ways than television”

Joanna McCrostie, Group Head of Commercial Production at GCap Media Plc, UK, feels that the creative opportunities of the medium have not been fully exploited. Radio can deliver messages in such close proximity to purchase that a consumer could just go out and buy a product. Television can’t get that close, she says.


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