|
|
Article: Advertising research is on listeners' wavelength: the latest 'hard-nosed' research from the Radio Advertising Bureau shows how effective radio advertising can be in driving sales. (Media Analysis).
- Article from:
- Marketing Week
- Article date:
- April 10, 2003
- Author:
CopyrightCOPYRIGHT 2003 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
For years, the advertising industry has put a great deal of time and effort into understanding and tracking the effect advertising can have on measures such as brand awareness and brand attitude. While these are relatively "soft" measures, they are undoubtedly useful indicators. However, advertisers are seeking more "hard-nosed" evidence. What return is the advertiser getting for his investment? The impact of advertising on in-store sales is as hard nosed as it comes - which is what makes the new "Radio: The Sales Multiplier" research from the Radio Advertising Bureau stand our.
The research was conducted with customer marketing consultancy Dunnhumby, which has ...