Radio sells
New ways of analysing the effectiveness of audio advertising
Uwe Domke RMS Radio Marketing Service GmbH & Co. andChristoph Wild ARD-Werbung Sales & Services GmbH
BACKGROUND
In the past, advertising customers used to continuously raise the issue of the absence of data confirming the sales impact of radio campaigns, similar to that available for TV campaigns, with the sales teams of ARD-Werbung SALES & SERVICES Frankfurt and Radio Marketing Services (RMS) Hamburg, two major national radio marketing companies. This was having an increasingly negative effect on radio marketing.
As a result, the two marketing...