Radio Effectiveness

Using radio as a marketing channel

Radio Effectiveness


Aarti S. Ivanic, Kenneth Bates and T. Somasundaram, Journal of Advertising Research, Vol. 54, No. 4, 2014
Advertisers often employ spokespeople who speak with an accent ("accented spokespeople") to promote products and services that are stereotypical of (or related to) a speaker's background. This practice particularly is evident in radio advertisements, which offer no visual cues to aid in consumers' information processing.

Isabela Albero, Warc Prize for Innovation, Entrant, 2014

This case study describes how Brazilian insurance company Bradesco Seguras engaged new customers by creating a radio ad which poked fun at long call-waiting times.


Nam-Hyun Um, International Journal of Advertising, Vol. 33, No. 4, 2014
This study is designed to investigate the effect of gay-themed advertising as well as consumers' gender, tolerance towards homosexuality (low vs high tolerance) and consumers' brand commitment (low vs high commitment) on attitude towards ad and attitude towards brand. The study result suggests that people exposed to non-gay-themed ads had more positive attitudes towards the brand than did people exposed to gay-themed ads.

Matt Jones, Emily Harlock, Craig Mawdsley and Marie Oldham, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case case study explains how The National Lottery, the UK lottery that collects money for good causes, engaged people with the game when increasing its price point.


Alice Huntley and Alison Hoad, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how the Department for Communities and Local Government in the UK nudged people into checking their smoke alarms by connecting it with a pre-existing behaviour.


Vina Henson and Fiona Ella Sandoval, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how PowerPacq, an energy drink brand, used celebrity endorsement to launch a new variant in the Philippines.


Rachana Dharia and Neha Bansal , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Hindustan Unilever (HUL) reached 'media dark' rural Indian populations with a branded media channel on mobile to increase awareness and penetration.


Loren Bade, Warc Prize for Asian Strategy, Gold and Channel Strategy, 2014

This case study describes how Pampers, the baby-care brand, communicated its brand message around giving mums and babies a good night's sleep by creating a 'white noise' radio station in the Philippines.


YouLi Hooi, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Pedigree, the pet food brand, used radio spots and social-media quizzes to engage and educate Malaysians about canine dental hygiene, promoting its DentaStix product in the process.

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