Radio as a Brand . . . From Medium to Hot!
Steve James Commercial Radio Australia, Australia
INTRODUCTION
Globally, radio faces the obstacle of low priority or insufficient focus given to the medium at advertising agency level. Too often radio is seen as the 'second' or 'third' choice in the media mix. Commercial Radio Australia has set out to raise awareness of radio's worth as a branding medium.
The research design outlined in this paper and implemented for this project is innovative as is the strategy and execution of the campaign. There are a number of facets to this...