Radio Effectiveness

Using radio as a marketing channel

Radio Effectiveness


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.


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.


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.


Loren Bade, Warc Prize for Asian Strategy, Shortlisted, 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.


Warc Exclusive, July 2014

This article provides marketers with information and guidance on several major media channels.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Ford promoted its car dealership repairs centres in Canada by encouraging people to be wary of 'unknown' parts provided by non-branded centres.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

UNICEF, the UN's children's charity, aimed to gain the commitment of Paraguayan presidential candidates to enrol the nation's youngsters in civil registration via this campaign, based around the 2014 football World Cup qualification matches.


Andrew Green, Warc Best Practice, May 2014
This article summarises how to best use radio as an advertising channel. Around US$36 billion will be spent on radio advertising in 2014 - about 6.7% of major media adspend globally.

Allen Eric, Siddhartha Loiwal and Aditya Save, Warc Prize for Social Strategy, Shortlisted, 2014

This case study describes how Mediker, an anti-lice treatment for children, targeted mothers in rural India.

WARC RECOMMENDS


ARTICLE FOCUS

Radio Ad Effectiveness

An overview from the Advertising Research Foundation


RECOMMENDED CASES

Radio

Warc's pick of the most effective case studies


BEST PRACTICE

How to understand radio audiences

An overview of key trends in audience methods and metrics


CASE STUDY

Alfa: The Hijack

Getting a top radio station to deliver a brand message