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
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.