Radio Active
- Topics:
- Brand Management,
- Brand Strategy,
- Marketing Strategy
- Source:
- Millward Brown
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Overview: There is a growing body of new research that demonstrates the effectiveness of Radio advertising in brand and sales development. Three Canadian test vs. control studies demonstrated measurable impacts of Radio advertising across FMCG, adult beverage and automotive categories, ranging from increased ad and brand awareness to improved brand image, purchase intention and sales. Radio was used in conjunction with TV in two cases and in conjunction with newspaper in one case. The research program, Radio Active, was launched to develop a number of case studies to demonstrate radio advertising effectiveness in brand building.
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Format: PDF | Size: 297KB | Date: Apr 2003 | Pages: 13
