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