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Navigable Slide Index

1. Introduction
2. Outline
3. Radio effectiveness - the headline findings
4. The awareness multiplier research
5. Radio lifts advertising awareness
6. Radio is four times more cost-effective than TV
7. The sales multiplier research
8. How did we conduct the sales multiplier research?
9. Radio lifts sales by 2.2% for every 100 ratings
10. How ad avoidance challenges media effectiveness
11. Advertising is increasingly ubiquitous
12. Overload of commercial messages
13. Ad avoidance levels of different mediums
14. Even higher ad avoidance for internet advertising
15. How radio successfully combines with other media
16. Radio and TV
17. Low ad avoidance gives radio greater outreach
18. Different modes and mindsets
19. Sainsbury's
20. Result of combining radio and TV
21. Radio and newspapers
22. Radio, newspapers and ad avoidance
23. Result of combining radio and newspapers
24. Unaided brand recall increases threefold
25. Radio and the internet
26. Broadband users are listening to radio when online
27. Radio and the internet are natural partners
28. Result of combining radio and the internet
29. Unaided brand recall increases four-fold
30. Radio prompts follow-up online
31. Radio multiplies traffic to brand sites
32. Radio and price promotions
33. Brand I: radio vs. competitor price promo
34. Brand I: radio + own price promotion
35. Radio in isolation
36. Radio's multiplier effect
37. Thank you

Topics Covered

• All advertising activity is assessed on the results it produces
• Radio particularly needs evidence of its effectiveness as it is consumed in private and leaves no trace once it has elapsed, you literally can't "see it working"
• Review of significant studies into radio's effectiveness as a medium in terms of driving awareness and sales, and delivering business results for brands
• Review of the effect of radio in combination with other media press (TV, newspapers and internet)
• Best research carried out in UK and the USA
• Most insightful case studies

Links

Series:

• Radio Advertising

Categories:

• Marketing & Sales

Talk Citation

Publication History

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