The benefits of synergy: moving money into radio

James Peacock, RAEL, reports on the methodology and findings of a major project in 2004, to determine how effective radio is when used in combination with TV and print media.

The Benefits Of Synergy: Moving Money Into Radio

James Peacock Peacock Research, Inc.

As described earlier in this issue of Admap, the Radio Ad Effectiveness Lab (RAEL) is funding several new primary research studies of how radio ads work. These...