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

BUSINESS CONTEXT

Since the tech bubble burst and expectations of market growth have fallen to earth, CEOs have gone back...