Burkhard Works: Site Index.

There are links to fifty articles on this page that explain how each part of a successful advertising campaign works. Print them. Read them. In a week or two you'll know more about advertising than most agencies.

The articles to the right examine nuances of human behavior; planning for ROI; recent events in network radio advertising; the mathematics of direct response; informal research techniques; and a few other Strategic topics you may find useful as you prepare for your next, or first, successful radio campaign.

Boldface Titles are highly recommended.

Direct Response Radio Strategy

The Basics of Direct Response Radio

Planning for ROI in Direct Response Radio

Logical Analysis Leading to a Leap of Faith

Direct Response Radio Conversion

Advanced Concepts of Radio

V-Marketing

Seagull Strategy

The Steam Principle

The Reflection Principle

Ditka's Dicta

Burkhard's Laws of Human Behavior

How to Advertise in a Recession

How "Fear & Ruin" Have Changed D.R. Radio

Rosser Reeves's USP v MSP

Predict & Prevent Burnout

Brand Resistance Survey

Problem Detection Research

Personality-Type Targeting

Radio Glossary

These articles explain and demonstrate various creative techniques; radio production costs; local market testing & network rollouts; and some of the conversion tactics that will help make your next campaign truly profitable.

Direct Response Radio Tactics

Real People Radio

The Radio Show - The Top 20

Complete Radio Campaigns - The Top 200

Radio Production Costs

Jingle Production Costs

Subliminal Radio ???

Radio Advertising Costs Less Than You Think!

Direct Response Radio Testing & Rollout

Direct Response Radio Flighting

Brand Support Testing & Rollout

Direct Response Radio Conversion

Streaming Radio Landing Pages

Do You Need Permission to Change Anything?

The Strategic & Tactical ideas above invariably increase Inquiry. Sales & Profits depend on how well your telemarketers and web designers convert Inquiry to Sales. Many of my 200+ clients have done quite well closing the deal. You might learn something from them. I have.

Calls & Clicks, Sales, Rollout = Profits

Direct Response Radio Results

National Dynamics Speed Spanish

Before we do business together, you might want to know how I got here, who I've worked with, and whether or not I'm compatible with your Corporate Culture.

BurkhardWorks Clientele

What is a Copywriter?

Witdom

Penmanship ≈ Corporate Compatibility?

Confidentiality Agreement

Experiments, Politics, Total Marketing Campaigns &
Other Unusual Leaps of Faith



	There are links to fifty articles on this page that explain how each part of a successful advertising campaign works. Print them. Read them. In a week or two you'll know more about advertising than most agencies.
	The articles to the right examine nuances of human behavior; planning for ROI; recent events in network radio advertising; the mathematics of direct response; informal research techniques; and a few other Strategic topics you may find useful as you prepare for your next, or first, successful radio campaign. Boldface Titles are highly recommended.	Direct Response Radio Strategy The Basics of Direct Response Radio Planning for ROI in Direct Response Radio Logical Analysis Leading to a Leap of Faith Direct Response Radio Conversion Advanced Concepts of Radio V-Marketing Seagull Strategy The Steam Principle The Reflection Principle Ditka's Dicta Burkhard's Laws of Human Behavior How to Advertise in a Recession How "Fear & Ruin" Have Changed D.R. Radio Rosser Reeves's USP v MSP Predict & Prevent Burnout Brand Resistance Survey Problem Detection Research Personality-Type Targeting Radio Glossary
	These articles explain and demonstrate various creative techniques; radio production costs; local market testing & network rollouts; and some of the conversion tactics that will help make your next campaign truly profitable.	Direct Response Radio Tactics Real People Radio The Radio Show - The Top 20 Complete Radio Campaigns - The Top 200 Radio Production Costs Jingle Production Costs Subliminal Radio ??? Radio Advertising Costs Less Than You Think! Direct Response Radio Testing & Rollout Direct Response Radio Flighting Brand Support Testing & Rollout Direct Response Radio Conversion Streaming Radio Landing Pages Do You Need Permission to Change Anything?
	The Strategic & Tactical ideas above invariably increase Inquiry. Sales & Profits depend on how well your telemarketers and web designers convert Inquiry to Sales. Many of my 200+ clients have done quite well closing the deal. You might learn something from them. I have.	Direct Response Radio Results Ten Case Histories Deep Background Dinovite Dice.com National Dynamics Speed Spanish
	Before we do business together, you might want to know how I got here, who I've worked with, and whether or not I'm compatible with your Corporate Culture.	WhoAmI? The TV Show The Print Show 200+ Career Brands BurkhardWorks Clientele What is a Copywriter? Witdom Penmanship ≈ Corporate Compatibility? Confidentiality Agreement
	Experiments, Politics, Total Marketing Campaigns & Other Unusual Leaps of Faith