The Radio Advertising Bureau has published its latest Best Practice Guide on what constitutes an effective weight of radio advertising.
The booklet, which is intended as a source of reference for advertisers and agencies offers ideas and guidance on past experience. The RAB says that with increasing amounts of advertising money being spent on radio, the question “How much should I buy” is asked more often and has been difficult to answer.
Between 30 and 50 radio campaigns are planned each week by the RAB, giving them experience in what radio advertising weights prove effective in differing situations, they claim.
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