RAB Publishes Radio Ad Guide
The Radio Advertising Bureau (RAB) has published a guide to give advertisers and agencies a greater understanding of radio advertising.
The Best Radio Planning Ideas will be distributed free to agencies and advertisers this week. It offers advice on six subject areas: Radio creativity, the use of radio with other media, radio planning, radio listening behaviour, radio effectiveness and the way radio communicates.
The guide also contains a chapter instructing readers how to access information on the RAB website
The RAB’s account planning director, Andrew Ingram, said: “The ideas cover a wide range of areas. Some are summaries of quantitative data, like the chart, which shows how long business people spend with radio each day. Others are more abstract, such as the media relationships map, or the chart summarising the benefits that radio can bring to a multi-media campaign.”
The RAB have produced the guide in response to feedback from research carried out in the summer into what information advertising planners found most useful in their day to day work.
Last July the RAB published Understanding Radio (see RAB Launches Manual For Advertisers), which acknowledged the increased importance of radio as an advertising medium during the last decade.
RAB: 020 7306 2555 www.rab.co.uk
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