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Article: Radio advertising makes waves

Article from:
New Straits Times
Article date:
May 22, 2008
Author:
Copyright

Anna Maria Samsudin
New Straits Times
05-22-2008
Radio advertising makes waves
Byline: Anna Maria Samsudin
Edition: Main/Lifestyle
Section: Business Times
Type: News

RADIO, once the least popular advertising medium, is beginning to catch on among advertisers in Malaysia, as companies look for more creative and effective ways to reach their target market.

This can be seen from the significant growth in radio advertising revenue. It now makes up 4.4 per cent of Malaysia's advertising expenditure (adex) or more than double the two per cent in 1999.
Of last year's RM5.46 billion total adex, print media remains the largest recipient at 56 per cent, followed by television at 33 per cent.

Commercial ...

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