Most radio advertising is bland, boring, poorly written, shoddily produced, offers little value for the advertiser’s investment, and insults the listener’s intelligence. But it doesn't have to be this way. Neil Hedley was an ad agency Creative Director by the age of twenty, doing international award-winning work for clients around the globe. In this book, he'll help you avoid committing some of the most common crimes against advertising. At the same time he'll give you the solid foundation for success and inspirational knowledge that launched a 30-year career that continues today.