Making the most of radio advertising

Radio has a lot to offer advertisers. Particularly when used as part of a campaign, it can be a cost-effective means of extending reach, and adding depth to a message.

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.


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...

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