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...