The Radio Advertising Bureau has launched a new guide entitled “How Advertisers Use Radio”, which aims to demonstrate the types of analyses which can now be conducted using the available radio analysis systems. It also highlights the variety of approaches taken by advertisers when using radio.
According to the RAB, a large proportion of Commercial Radio’s growth has been driven by advertisers completely new to the medium and this has resulted in an “incredible diversity of campaign strategy in media planning terms.”
Andrew Ingram, director of account planning at the RAB, says: “This kind of market information will be a real eye-opener for anyone using radio advertising…I would expect analyses like these to become standard for media planners looking at radio.”
RAB: 0171 306 2555
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