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Key reading

Pure radio

Planning radio campaigns

This article sets out some tips and guidelines for using radio as part of the media mix. It argues that radio has several key benefits as an ad channel, including mass reach, targeting by particular audience or time of the day and topicality, as well as having creative flexibility and a lower entry cost than other media.
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Audio today – how America listens

Nielsen research showing that radio tends to reach consumers close to the point of purchase.

Understanding radio audiences

Best Practice paper on the difficulty of measuring radio now that it is integrated with other channels.

Warc adspend database: Radio

This tool allows you to build your own adspend datasets for individual media channels, including radio.

Latest case studies

'Ahhh Ahhh-llianz': Connecting Allianz to the moments Australians need insurance

This case study explains how Allianz, the insurance company, increased sales in Australia by owning the moment people realise they need to make a claim.

Tomtom International: Quicker journeys when you need them

This case study describes how Tomtom International resurrected a dying market in Portable Navigation Devices (PNDs) in Germany and the UK.

NSPCC: Pants

This campaign aimed to many children safe from a threat that often goes unspoken by introducing and promoting the ‘Underwear Rule’.

Coffee Mate: The white side of Coffee Mate

This case study describes how Coffee Mate, a coffee creamer brand, faced stiff market competition from liquid milk, but by using a coffee truck to put its product into the hands of its target market in Mexico it was able to increase its household penetration and rate of purchase beyond expectation.

Latest articles

Global Ad Trends 2015

This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

Marketing to the senses: Activate multiple senses using audio

This article outlines research into radio and multisensory responses, which found that audio can trigger imagination and rich multisensory experiences.

Media Planning Toolkit: Planning radio

This article sets out some tips and guidelines for using radio as part of the media mix, a resilient media with distinct benefits.

Point of view: A new way to make ads

This article discusses advertising in podcasts, where the lines between ad and programme content is sometimes blurred.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
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