Radio: Is recent history destiny? What roles can radio advertising play in brand building?

Radio has been “repositioned” by TV as a “less” effective medium for brand building. Media research often addresses the question “How does radio as a medium differ from other channels?” instead of the more important question “What can radio do for brand building?” This paper challenges the idea that radio is a tertiary medium of little use in brand building.

Radio: is Recent History Destiny?

What Roles Can Radio Advertising Play in Brand Building?

Bill Ratcliffe Millward Brown Goldfarb, Canada


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