Radio: Planning radio

 

James Peacock, technical consultant to the Radio Ad Effectiveness Lab (RAEL), here describes new research investigating Radio and the consumer's mind: how radio works. This study, a follow up to three ...

Despite the common perception that radio has remained pretty well unchanged for the last half century, Mark Barber (planning director at the Radio Advertising Bureau) maintains that it has made two gr ...

Nick Hewat, sales director at Virgin Radio, provides a run-down on the rapidly converging medium - radio. He describes the many platforms that radio (particularly digital radio) uses: DAB digital radi ...

This paper is based on a project which sought to assess radio's Return on Investment (ROI) as an advertising medium. Using IRI's BehaviorScan capability, the study was based on tests carried out in fo ...

Given renewed interest in radio as an advertising medium in the UK, this edition of ‘Best Practice’ considers how best to use it (rather than the increasingly complex field of audience measurement. R ...

Andrew Ingram and Mark Barber, from the Radio Advertising Bureau (RAB), put the case for radio as a ‘conversational’ medium – and that looked at in this way not only helps advertisers understand the r ...

James Peacock, RAEL, reports on the methodology and findings of a major project in 2004, to determine how effective radio is when used in combination with TV and print media. He specifically examines ...

The authors recently analyzed the local audience delivery patterns of a national television, magazine and IBN in-store radio buy in concert with a local broadcast radio schedule in 25 top Nielsen DMAs ...

This paper reports on switching during radio advertising, based on analysis of GfK Media GB’s survey of radio listening and television viewing, commissioned by The Wireless Group using Radiocontrol au ...

This paper focuses on how radio reach builds up. When do our listeners start to recognise radio spots? After how many days of airing, after how many times of hearing? The results are based on a teleph ...

This investigation identifies the planning/selling situations where radio contributes substantially to the media mix. “Real” unified cross-media information from Arbitron’s Portable People Meter (PPM) ...

Andrew Ingram and Jim Berry of the Radio Advertising Bureau report on research that analyses effectiveness across the spectrum, from awareness to sales. Their article investigates whether media can he ...

Describes how the radio medium in the UK has developed an electronic trading system through a new organisation: JICRIT (Joint Industry Commercial Radio IT). This is a new virtual marketplace. The rati ...

Discusses the prospects for digital radio, and how it may be used by advertisers. It will make radio a much more relevant medium for advertising. Example quoted (Diamond White Cider). From a feature o ...

The Beverley Centre owners determined that they needed to advertise a clear and compelling image within a new, tougher, competitive environment. In a tactical move, bulletins located near competitive ...

RAJAR, the new joint industry measurement system for UK radio, was launched in 1993. As in the past, the RAJAR survey uses a one-week self-completion diary and a model is required to estimate station ...

The Radio Opinion Monitor(ROM) is a planning tool used by the British Broadcasting Corporation(BBC) to assist in assessing the performance of programmes and as a tool for programme planning and schedu ...

Traditional values of coverage and frequency for the media planner are re-examined, as the author tries to position radio in the future media marketplace. As fragmentation continues, mass coverage med ...

The author has some advice for everyone in the agency - media planners, account planners, account managers as well as creatives - on how to use the radio medium. He stresses the importance of corporat ...