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oa Journal of Marketing - Who said the radio was dead? : radio

 

Abstract

Andrew Smythe, general manager of SABC radio sales, says the key to making more of a radio budget is good creative. "Considering how cheap it is relatively, I believe our marketers are not making their best efforts to achieve good creative executions," says Smythe. "It's a buyer's market but I think we could do with a lot more clever advertising.

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/content/mfsa1/2009/01/EJC74957
2009-01-01
2016-12-07
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