Abstract: A loop directive antenna having improved front-to-back ratio and gain for given input power levels assembly for a hand-held radio frequency transceiver, such as a cellular telephone or PCS device operating in the 800-900 or 1850-1990 MHz. frequency ranges, respectively, is provided by the present invention. The loop directive antenna assembly consists of a main loop antenna conductor disposed upon a dielectric element. The main loop antenna conductor and dielectric element are maintained a predetermined distance away from a ground plane, which may be the circuit board or other conductive element. The main loop antenna conductor may include a variety of feedpoint orientations to provide alternative polarizations of the transmitted signal. The ground plane may be a portion of the printed circuit board of the device, a conductive part of the device housing, the battery pack of the device, or a separate conductive panel.