Radio as the 'brand conversation' medium

Mark Barber and Andrew Ingram

Andrew Ingram and Mark Barber, from the Radio Advertising Bureau (RAB), put the case for radio as a ‘conversational’ medium – and that looked at in this way not only helps advertisers understand the role it plays in listeners lives and brand communication, but can also act as a touchstone for improved effective creativity.

Radio As The 'Brand Conversation' Medium

Andrew Ingram and Mark Barber RAB

It is widely recognised that radio has come of age as an advertising medium in the UK. This view is based on how its share of advertising revenue has grown from 2% to 7% in the last decade, and the fact that radio is now used by major national advertisers on an ongoing basis, rather than being dominated by minor brands.

But how...

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