radio active

John Harding
Radio Marketing Bureau
and
William Ratcliffe
Millward Brown Goldfarb

The ROI on radio is well established in retail. Target audience research is not required to read the impact of radio advertising: air the ad and measure cashregister sales.

Radio's role is less clear in building brand health brand awareness, brand image, purchase intentions and buying. In 2002, RMB set out to fund Canadian research on the impact of radio advertising on brand building. The intention was to marshal learning that challenges current advertiser and mediabuyer impressions of radio's role in brand building.