Details

Preface: When I First Tuned In.<br /> <br /> Acknowledgements.<br /> <br /> Introduction: Laughter Is Good for Business.<br /> <br /> When Advertising First Got Funny.<br /> <br /> Piel's Beer: The Fresh and Timely Humor of Bob and Ray.<br /> <br /> Contadina Tomato Paste: Stan Freberg Takes Comedy Seriously.<br /> <br /> Bell Brand Potato Chips: Mal Sharpe's Interviews Are Fresh, Crisp, and Yummy.<br /> <br /> Blue Nun Wine: Stiller and Meara Give a Product a Personality.<br /> <br /> Time Magazine: Dick and Bert Showcase Fanatical Devotion.<br /> <br /> Laughing Cow Cheese: Joy Golden Writes the Way People Really Talk.<br /> <br /> Molson Beer: Anne Winn and Garrett Brown Understand Good Timing.<br /> <br /> Motel 6: The Richards Group Leaves a Light On for the Brand.<br /> <br /> Ortho Antstop Fire Ant Killer: Radio Savant Goes Straight for the Announcer.<br /> <br /> Have You Heard the Latest?: The Fundamentals of Radio's Future.<br /> <br /> Bibliography.<br /> <br /> Contacts.<br /> <br /> CD Tracks and Credits.<br /> <br /> Index.<br /> <br /> About the CD-ROM.<br /> <br /> 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.

PRAISE FOR And Now a Few Laughs from Our Sponsor<br /> <br /> "The most brilliant people in commercial radio (and television, too) are often the ones who do the commercials. They can pack more imagination and wit into thirty or sixty seconds than you'll find in most of the actual programming they interrupt. Larry Oakner is a savvy veteran and his book is enlightening, instructive, and entertaining."<br /> -Charles Osgood, Anchor, CBS News Sunday Morning and the Osgood File, CBS Radio<br /> <br /> "Can a book talk? I swear I heard the voices of Bert and Harry Piel poking through the pages of And Now a Few Laughs from Our Sponsor. But Larry Oakner's book isn't just a trip down memory lane: it's a reminder of what makes great, lasting, brand-building advertising."<br /> -Randall Rothenberg, Chief Marketing Officer, Booz Allen Hamilton<br /> Author, Where the Suckers Moon: The Life and Death of an Advertising Campaign<br /> <br /> "Most of us creative people are plain terrible at radio. We love film, we love the page-mediums with pictures-but, sadly, creating 'theater of the mind' has become a lost art. The thing is, great radio can be so powerful and immediate. There are still a few brilliant radio people out there who know how to do it; they're represented in this book and there's a lot to learn here."<br /> -David Lubars, President & Executive Creative Director, Fallon<br /> <br /> "A wonderful primer that will help increase the effectiveness of radio ads. It certainly will help to keep radio alive and well in a highly fractionalized media environment."<br /> -Ben Hoberman, former president of ABC Radio<br /> <br /> "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. In advertising terms, this is a product that delivers on its promise. And Now a Few Laughs from Our Sponsor will have readers chuckling out loud."<br /> -Professor Roberta Elins, Chairperson, Advertising & Marketing Communications Department, State University of New York @ Fashion Institute of Technology

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