The Radio Advertising Bureau has published the Changes Report, which details the findings of several major studies, tracking the improvement in customer attitude across 1992-1995.
The Radio Advertising Bureau claims that while the launching of new stations has played a significant part in the revenue growth, the key driver of growth has been a change of customer attitude towards Commercial Radio as an advertising medium.
Findings in the report show that over the last three years customer perceptions and attitudes have dramatically improved, both advertiser and agency. The report includes findings from;
The Media Benchmarks, Usage and Attitude Studies, 1992-1995
The Advertiser Benchmarks, Usage and Attitude Studies, 1993-1995
The Advertiser Qualitative Study, Nov 1994
The Window Campaign Tracking Study, March 1995
The Media Director Qualitative Study, March/April 1995
The report details the objectives and methodology of each study, detailedfindings from each and the actual questionnaires used for the studies.
Douglas McArthur, managing director of the RAB said, “As we embark on a wave of 1996 research, we expect to find and address more customer needs, but we felt it worth consolidating the key studies of the last four years into a report.”
The Changes Report is available from the RAB; 0171 636 5858
