RAB Launches New Radio Spots

The Radio Advertising Bureau (RAB) has launched six new radio executions as part of its ongoing campaign to promote the effectiveness of advertising on commercial radio. It is hoped that the campaign will help turn the current ad downturn to radio’s advantage.

Douglas McArthur, RAB chief executive, said: “The current advertising slowdown looks set to continue for the medium term and commercial radio sees this as an opportunity to communicate our message that the medium is an effective alternative. Periods of budget pressure are times when rather conservative advertisers are forced to re-assess their media mix. When they reassess radio they will find a very cost-effective medium.”

The latest ads form the second wave of the campaign this autumn and follow on from the “Marketing Meeting” spots aired in September across the commercial radio network. The main message of the adverts is that radio can be four times more cost effective than TV, which was among the findings of Millward Brown’s recent Radio Multiplier study.

Radio Advertising Bureau: 020 7306 2500 www.rab.co.uk

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