Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. What is radio good for? (1)
3. My background
4. What is radio good for? (2)
5. First impressions of radio (1)
6. Some negative impressions of radio
7. First impressions of radio (2)
8. What is radio good for? (3)
9. Understanding the listener (1)
10. The intimate medium
11. Contemporary radio listening
12. Radio reaches people while doing other things
13. Communication opportunities for advertisers
14. Example commercial
15. Communicating at relevant moments
16. Understanding the listener (2)
17. Why radio is the frequency medium
18. Radio is a spend-time medium
19. How to avoid repetition in radio advertising
20. Understanding the listener (3)
21. Radio is trusted
22. Brands can use radio's "friendship"
23. Understanding the listener (4)
24. Our cluttered media landscape
25. How sound stimulates the brain
26. Sound develops brand memories differently
27. Understanding the listener (5)
28. Attentiveness - zoning, not zapping
29. What makes people zone in or out?
30. What is radio good for? (4)
31. Roles of different media
32. What is radio good at? (1)
33. Advertising avoidance
34. The start of advertising avoidance
35. How do people avoid advertising?
36. Percentage of advertising avoidance by media
37. Radio reaches out to all audiences
38. What is radio good at? (2)
39. Thank you

Topics Covered

• Radio is well-known for being a tactically useful medium
• What role can it play in a strategic media plan?
• Latest research into communications effectiveness, identifying the true strengths of the medium
• High level of trust and very low levels of ad avoidance

Links

Series:

• Radio Advertising

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on June 11, 2008
• Archived on March 17, 2022