Radio as a Brand . . . From Medium to Hot!

Steve James
Commercial Radio Australia, Australia


Globally, radio faces the obstacle of low priority or insufficient focus given to the medium at advertising agency level. Too often radio is seen as the 'second' or 'third' choice in the media mix. Commercial Radio Australia has set out to raise awareness of radio's worth as a branding medium.

The research design outlined in this paper and implemented for this project is innovative as is the strategy and execution of the campaign. There are a number of facets to this campaign each with specific objectives.

There are three particular sections to the background research that underpins the strategy.

  • Stage 1 in June 2001, face-to-face interviews at senior levels within Advertising Agencies in Australia, direct advertisers and senior executives of the commercial radio industry, n=300.