Radio: Is recent history destiny? What roles can radio advertising play in brand building?

William Ratcliffe

Radio has been “repositioned” by TV as a “less” effective medium for brand building. Media research often addresses the question “How does radio as a medium differ from other channels?” instead of the more important question “What can radio do for brand building?” This paper challenges the idea that radio is a tertiary medium of little use in brand building.

Radio: is Recent History Destiny?

What Roles Can Radio Advertising Play in Brand Building?

Bill Ratcliffe Millward Brown Goldfarb, Canada

BUSINESS CONTEXT

Since the tech bubble burst and expectations of market growth have fallen to earth, CEOs have gone back to asking, “What are we getting for our marketing investments? How should media be combined to maximum impact?” Companies are typically looking for growth that is higher than the average for the category. Not every company can meet this objective. There are going to be winners and losers. Therefore, CEOs are demanding more from marketing than ever...

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