Subject Index
 

Using the outdoor medium in a novel way, the St. Louis Cardinal/KTRS campaign created a deafening buzz. After 52 years of broadcasting games on KMOX, the objective of the campaign was to communicate t ...

Canon expected much when it launched its digital Single-Lens-Reflex (SLR) camera, the EOS 350D in 2005: double volume sales and defend its market share against Nikon. For that Canon had to change the ...

This 2004-05 campaign for the GMG Radio Group set out to launch a new station, Smooth FM, which has gone on to become the second largest station in the North West of England. The launch was a re-brand ...

As this brief account explains, the radio station RTE 2fm gave listeners the chance to win €20,000 in an attempt to increase their interaction with the station. On each programme between 8 a.m. and 5 ...

How do you double sales with a brand that lacks mass market appeal and with a middle-of-the-road yet premium-priced product, while your competitor is buying market share by dropping its prices? Canon' ...

Radio broadcasters transmit radio programs to the public. Included in the discussion are radio networks and companies that provide pay-radio services. This paper provides a snapshot summary of the glo ...

This paper covers establishments engaged in broadcasting radio programs to the public. This includes commercial, religious, and educational stations and establishments primarily engaged in broadcastin ...

In the first quarter of 2005 Infinity Broadcasting, one of the largest radio broadcasters in the US, launched a B2B campaign titled 'How Far Will You Go?' aimed at increasing its overall brand awarene ...

Commercial Radio Australia is the peak industry body representing over 250 commercial radio stations throughout Australia. The industry is focused on growing the radio share of total advertising reven ...

Taylor Nelson Sofres has an in-house tool, the ‘Conversion Model’, which allows prediction of the evolution of radio audience in the case of future competition. Applied in Belgium to the Dutch radio m ...

This case reviews the 2001 launch of commercial radio station NOVA, in Sydney (the first new launch in 20 years) and then in Melbourne and Perth. Using a strategy based upon a consumer insight, the ca ...

Launch campaign for a new Scottish radio station, Beat 106. TV used to appeal to young audience and generate trial, also posters and transport. Achieved reach made it the most successful ever radio l ...

of 35 - 54 year old women. Total Forth reach gained 15% to a three year high and an average listening increase to an all time high.

Campaign in 1999 by Fallon McElligott for BBC Radio 1. Objective: brand building. Media: TV, cinema, girls' press, Radio 1 itself.

1990 launch of radio station Kiss 100FM, after it had obtained franchise. Need to build awareness quickly and attract listeners. TV, press, posters, tubecards, cinema used initially. Listening levels ...