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Article: Radio compares itself to TV, and decides it's better on ROI; But analysts say industry group should include comparisons to Web, print.(return on investment)
- Article from:
- Advertising Age
- Article date:
- June 13, 2005
- Author:
CopyrightCOPYRIGHT 2005 Crain Communications, Inc. 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)
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Byline: ABBEY KLAASSEN
With emerging media offering marketers unprecedented ways to measure how effective their ad messages are, traditional mass media are under pressure to prove they can deliver the goods.
The radio industry stepped out last week with its very own six-month return-on-investment study that ranked radio 49% more efficient than TV when it came to driving sales relative to advertising costs. It's the latest from the Radio Ad Effectiveness Lab, an industry group charged with upping advertiser confidence as the industry battles perception challenges while trying to grow its share of national ad dollars.
The study did not compare ...