Radio Sells

Uwe Domke and Christoph Wild

The effect of radio spots/radio campaigns on advertising recall, brand awareness and inclination to buy has been adequately demonstrated in numerous studies based on the most diverse of research tools and analysis models.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands