The Radio Advertising Bureau has launched a new publication to give advertisers a greater understanding of the radio market. Understanding Radio acknowledges the increased importance of radio as an advertising medium during the last decade.
It is a consolidation of eight years of research by the RAB into the way radio works and includes advice on how to get the best out of radio advertising. Sections include essays on What Radio Is Like and Understanding the Listener and contributions from market insiders include guidelines on creative radio advertising by John Bartle, the former joint chairman of Bartle Bogle Hegarty.
Jeremy Bullmore of WPP Group said: “So much experience, so much wisdom, digestible presented; not to make use of it would be perverse and unprofessional.”
Separately, the Advertising Association has published a Green Paper on a series of proposals focussing on ways in which the industry can learn more about advertising effects. Responses to the paper and to the specific proposals it contains will be discussed at a seminar paper in September, which could lead to the formation of an industry-wide research committee.
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