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Baking Bread in a Traffic Jam

13-July-2004
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Baking Bread in a Traffic Jam

In the introductory article of his column, “Radio Architecture”, Mohit Balani says short-term radio advertising is a dice roll. Such radio ads are written to bring the customer to immediate action. Sometimes they pay off wonderfully, but more often they don’t. The greater goal of radio advertising is to win the hearts of those who are not yet into the market for what you sell.

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