Qualities of radio advertising. Results of a basic study of radio advertising effectiveness

This paper presents the results of the first basic survey in Germany to show the effectiveness in principle of radio as an advertising medium.

Qualities of radio advertising. Results of a basic study of radio advertising effectiveness

Christoph Wild, (ARD-Werbung Sales Services) Germany

PRELIMINARY REMARKS

Radio is seldom considered in media planning as a nationaladvertising medium, and when it is, it is only allocated a small budget. It is hardly ever used as a primary medium for national campaigns. Accordingly, radio's share of advertising expenditure on traditional media has remained static for years, according to Nielsen Werbeforschung S & P, with a share of between 6%-7%, occasionally rising to 8% in 'peak years'. This 'discrimination' against the medium cannot be attributed to...

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