The power of personality endorsement radio

The authors discuss the importance of assessing advertising effectiveness and relating this to return on investment.

The power of personality endorsement radio

Some dos and don'ts in harnessing its full potential

Regina LithenEmpower MediaMarketing

 

Think about this for a moment: are you more likely to buy a particular brand based on a trusted friends recommendation, or that of an 'ourbrandisbest' commercial? Which of these types of referrals would you be more likely to act upon?

Few people, if any, are more likely to be influenced by a commercial than by a strong, ringing endorsement from a trusted friend or neighbor. The ageold issue for marketers is how can a paid commercial message have an...

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