The Radio Advertising Bureau has produced a guide aiming to give advice and help for anyone involved in the conception or implementation of a research study which is designed to measure the effectiveness of radio.
Radio effectiveness research has been of concern to the advertising industry for some time now, say the RAB, so the guide, in the form of a booklet, aims to show methods of how to get around common pitfalls.
Andrew Ingram, strategic planner at the RAB said, “Radio research has traditionally proven difficult because of the misattribution of the source of advertising.”
Tips included in the guide include “Why is radio advertising awareness so difficult to measure?”, “Splitting the sample”, “Defining the listener”, and “Commercial recognition and diagnostics”.
RAB: 0171 636 5858
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