Radio active

In 2002, RMB (Radio Marketing Bureau) set out to research the impact of radio advertising on brand building in Canada.

radio active

John HardingRadio Marketing Bureau andWilliam RatcliffeMillward Brown Goldfarb

The ROI on radio is well established in retail. Target audience research is not required to read the impact of radio advertising: air the ad and measure cashregister sales.

Radio's role is less clear in building brand health brand awareness, brand image, purchase intentions and buying. In 2002, RMB set out to fund Canadian research on the impact of radio advertising on brand building. The intention was to marshal learning that challenges current advertiser and mediabuyer impressions of radio's role in brand building.

The...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands