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Article

This article explores the current writing and thinking on the effectiveness of radio, a medium with inherent persuasive strengths and a track record of strong RoI.

Article

This article explores the current reading and thinking on the topic of radio/audio audiences, a group that has undergone significant change as technological advances have broadened access points.

Article

This article explores how to formulate an effective advertising strategy on radio, a medium with a historical link to both public broadcasting and branding, and one of the most widely used.

Article

This article looks at the uses of the broad reaching, emotionally charged medium of radio that can enhance engagement and increase brand recognition.

Article

This report describes a recent project by Radiocentre, the industry body for commercial radio, looking into the potential effectiveness of radio ads.

Case Study

This case study shows how Eurotunnel Le Shuttle, a transport service between the UK and Europe, step-changed its advertising performance, driving business growth at competitors' expense.

Case Study

This case study shows how Eden, a cheese brand, increased its sales by providing an alternative to a much-loved Christmas classic in the Philippines, without alienating its audience.

Case Study

This case study shows how Yatra, an online travel agency service (OTA), increased sales by shifting its campaign focus away from discounts and towards engaging new audiences in India.

Case Study

This case study details how the 2015 campaign 'You Are What You Read' has significantly increased readership of The Irish Times and marginally increased sales in a declining market.

Case Study

This case study describes how BIM, a non-commercial state government agency responsible for the development of the Irish Seafood Sector, persuaded Irish fishermen to think again and start taking the necessary steps to change the habit of a lifetime and use a Personal Flotation Device (PFD).

Case Study

This case study describes how Virgin Mobile, a mobile telephone company in Australia, partnered with a charity to raise awareness of mental health and improve its brand sentiment as well as increase call length.

Case Study

This case study describes how Southeastern, a rail operator in the United Kingdom, launched a campaign to promote off-peak travel.

Case Study

This case study describes how the Manila Electric Company (Meralco) launched an ongoing, monthly multi-media campaign of advisory messages in order to build a relationship with its customers and counter negative publicity.

Case Study

This case study examines how Dubai's Roads and Transport authority created a campaign, Back Off Radio, targeting both private and taxi drivers, with the aim of reducing the dangerous practice of tailgating.

Article

This article considers recent research into music in advertising that made use of both the explicit and implicit responses of participants to a series of radio adverts.

Case Study

This case study describes how Global, a radio station network, used listener research to drive an uplift in advertising sold through their digital advertising platform DAX by retaining existing and acquiring new clients.

Case Study

This case study describes how Coffee Mate, a coffee creamer brand, faced stiff market competition from liquid milk, but by using a coffee truck to put its product into the hands of its target market in Mexico it was able to increase its household penetration and rate of purchase beyond expectation.

Case Study

This case study shows how Itz Cash, an Indian corporate gifting company, successfully increased its sales by using humorous radio spots.

Case Study

This case study describes how Clinic Plus, Unilever's flagship Indian shampoo brand, made a sustainability strategy based on encouraging mothers to keep their daughters in education as long as possible.

Case Study

This case study describes how pet food brand Pedigree promoted itself in the New Zealand market with a campaign that targeted not only pet owners but their dogs.

Article

This article discusses advertising in podcasts, where the lines between ad and programme content is sometimes blurred.

Case Study

This case study explains how Allianz, the insurance company, increased sales in Australia by owning the moment people realise they need to make a claim.

Case Study

This case study describes how Unilever India reached remote regions to promote a range of its products and increase brand awareness.

Case Study

This case study describes how Fundacion Exito, the social responsibility arm of the Exito Group of retail stores in Colombia, conducted a campaign to detect hearing defects in school children.

Case Study

This case study describes how Tomtom International resurrected a dying market in Portable Navigation Devices (PNDs) in Germany and the UK.