How to plan an effective radio campaign

Tony Regan
Brand Performance


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Where to start | Essentials | Checklist | Case studies | Further reading


Radio is well placed to exploit its authority, its access to talent and its capability in originating content across a variety of music genres and speech formats – to deliver premium branded content for the digital age.

Where to start

It could be said that Marconi was 'planning radio' from around 1894 until he secured the patent for radio-based wireless telegraphy in 1896. But it wasn't until the early 1920s, in Pittsburgh, that radio first became an advertising medium, and in the 1930s that the 'soap opera' was conceived as a means for household brands to get closer to audiences – prefiguring the 21st century's content strategies, native advertising and partnerships.