Direct Response Radio: The Way to Greater Profits with Measurable Radio Advertising
A pioneer in the direct response radio advertising world, Jeff Small has been buying radio media for direct response advertising since the mid 1990s when direct response radio advertising was in its infancy. As CEO, he has led Strategic Media in building and managing some of the largest and most successful direct response radio advertising campaigns ever. Coauthor Brett Astor earned his MBA with distinction in marketing from the Ross School of Business at the University of Michigan in Ann Arbor. He began his direct marketing career at Dell Computer in Austin, Texas. Currently, as vice president of Strategic Media, his primary focus is creative strategy, testing methodologies, and campaign profitability analytics.