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And Now a Few Laughs from Our Sponsor: The Best of 50 Years of Radio Commercials
By: Larry Oakner
Publisher: Wiley (2002)
Format: Ebook (PDF)
Description
Classic radio ad campaigns from the last fifty years, and how theyused humor to win over audiences
And Now a Few Laughs from Our Sponsor offers an in-depth look atsome of the most successful and entertaining radio ads from thelast half century, presented by advertising veteran Larry Oakner. An accompanying CD-ROM allows readers to listen to the fascinatingand funny advertisements that chronicle radio history. Extensiveinterviews with account executives, clients, producers, and actorsoffer a unique perspective on the development of humorous radioadvertising over the years and what it takes to create a memorableand effective campaign. And Now a Few Laughs from Our Sponsor showsadvertising professionals how to maximize just sixty seconds ofairtime to win customers over and provides original recordings ofsome of the most fun and enlightening advertising ever produced.
A must-read for all students and teachers of radio advertising. Larry Oakner has seamlessly merged the history of great radio advertising with the how to necessary to write successful radio advertising copy for today’s audiences.
About the Author
LARRY OAKNER, a thirty-year advertising veteran, has created radio, print, and television ads for hundreds of clients at agencies on the East and West Coast. He is also an Adjunct Professor in the Advertising and Communications department of the State University of New York @ Fashion Institute of Technology in New York City.
Content:
Preface: When I First Tuned In
Acknowledgments
Introduction: Laughter Is Good for Business
1 When Advertising First Got Funny
2 Piels Beer: The Fresh and Timely Humor of Bob and Ray
3 Contadina Tomato Paste: Stan Freberg Takes Comedy Seriously
4 Bell Brand Potato Chips: Mal Sharpe’s Interviews Are Fresh, Crisp, and Yummy
5 Blue Nun Wine: Stiller and Meara Give a Product a Personality
6 Time Magazine: Dick and Bert Showcase Fanatical Devotion
7 Laughing Cow Cheese: Joy Golden Writes the Way People Really Talk
8 Molson Beer: Anne Winn and Garrett Brown Understand Good Timing
9 Motel 6: The Richards Group Leaves a Light On for the Brand
10 Ortho Antstop Fire Ant Killer: Radio Savant Goes Straight for the Announcer
11 Have You Heard the Latest?: The Fundamentals of Radio’s Future
Bibliography
Contacts
CD Tracks and Credits
Index
About the Author
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