Making the most of radio advertising
According to GroupM, the WPP media investment management operation, radio's worldwide share of media is 5.9 percent. It's strongest in Latin America (11.6 percent), and weakest in North Asia (2.2 percent). Radio has been growing worldwide over the past few years, most notably in Latin America, Eastern Europe, and Africa.
A HIGHLY EFFECTIVE PART OF A MULTIMEDIA CAMPAIGN
Radio is often associated with small, local brands, but it can also serve a useful role for established brands. Perhaps the most convincing evidence of the value of radio as part of the marketing budget comes...