The benefits of synergy: moving money into radio

James Peacock, RAEL, reports on the methodology and findings of a major project in 2004, to determine how effective radio is when used in combination with TV and print media.

The Benefits Of Synergy: Moving Money Into Radio

James Peacock Peacock Research, Inc.

As described earlier in this issue of Admap, the Radio Ad Effectiveness Lab (RAEL) is funding several new primary research studies of how radio ads work. These projects resulted from an RFP (request for proposals) issued by RAEL in August 2003, and the projects selected cover three different aspects of radio advertising.

This article reports the results of the second major project completed...

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