Measuring radio’s real ROI

James Peacock and Mary Bennett

This paper is based on a project which sought to assess radio's Return on Investment (ROI) as an advertising medium.

Measuring Radio's Real ROI

James Peacock and Mary BennettThe Radio Ad Effectiveness Lab, United States

INTRODUCTION

Founded in 2001, the Radio Ad Effectiveness Lab (RAEL) is a nonprofit organization dedicated to creating and disseminating research about how...

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