RAB Publishes Guide To Radio Sponsorship
The Radio Advertising Bureau has published a guide to help advertisers get the most out of radio promotions and sponsorship deals, following the success of a seminar on the subject last month.
The guide, which is available on the RAB website, aims to help advertisers align their brands with the editorial content of radio stations and offers advice on how to connect with listeners by exploiting the existing listener-station relationship.
The guide also instructs advertisers on how to; increase consumer confidence in their brand, combine their brand values with those of the radio station, create successful sponsorship campaigns through the use of subliminal advertising and create effective promotions by generating consumer participation.
The RAB’s account planning director, Andrew Ingram, said: “We know that radio advertising is on average three-fifths as effective as TV, but it makes sense that sponsorships and promotions would beat this average by some distance since activity is more intensive and persuasive brand messages are allowed.”
The RAB published The Best Radio Planning Ideas in October to give advertisers and agencies a greater understanding of radio advertising (see RAB Publishes Radio Ad Guide).
RAB: 020 7306 2555 www.rab.co.uk
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