This book is my Bible!I work with organizations who think radio is dead and that advertising on it doesn't work anymore! Astor & Scott prove that is simply not the case. If every organization used this approach to advertising their organizations the excuse radio doesn't work would simply vanish!I know of no other way to grow your organizations profitability than by following these steps as outlined in the book. Don't let the Sales rep rush you into thousands of dollars with out going through this process! The three phases and their corresponding activities are a must to building a profitable and sucessful campaign! Especially important is the strategy portion and answering the ten questions! Their advice is spot on (no pun intended) when it comes to the creative portion of putting ads together! As a radio talent with a very high, girly voice, it was great to read how the talent isn't that important to sucessful ads! In addition,learning how to hire an ad agency is also important and they brilliantly let you know if you can do this on your own or if you need an agency!Not using this book would be like Insanity - As Einstein defined it, "Doing the same thing over and over and expecting to get the different results!" So, if you want to keep wasting time and money and going nowhere with your advertising, then this isn't the book for you! However, if you do think radio does and can work; do it the right way and buy this book!