How to plan an effective radio campaign

This article explores how to formulate an effective advertising strategy on radio, a medium with a historical link to both public broadcasting and branding, and one of the most widely used.

How to plan an effective radio campaign

Tony Regan Brand Performance

Jump to:Where to start | Essentials | Checklist | Case studies | Further reading

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.

Where to start

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...

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