Media Planning Toolkit: Planning radio

This article sets out some tips and guidelines for using radio as part of the media mix, a resilient media with distinct benefits.

Media Planning Toolkit: Planning radio

Tony ReganBrand Performance

Radio is well placed to exploit its authority, its access to talent and its capability in originating content across a variety of music genres and speech formats – to deliver premium branded content for the digital age.

It could be said that Marconi was 'planning radio' from around 1894 until he secured the patent for radio-based wireless telegraphy in 1896. But it wasn't until the early 1920s, in Pittsburgh, that radio first became an advertising medium, and in the 1930s that the 'soap opera' was conceived as a means for household...

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