This paper examines the extent to which the old cliche think global, act local is relevant when marketing to young children. We argue that this hypothesis is most definitely valid for youth markets on a global basis. A global strategy is valid because children and teenagers do share similar aspirations, interests and values to a large extent. But some cultural differences and local preferences remain, and must be taken into account when marketing to young people.
The paper describes a comprehensive programme of research to explore the psychology of radio listening and its subsequent and potential uses. It is possibly the first study anywhere to explore comprehensively the integrated communication processes of radio, with applications to a wide range of decision-making as regards corporate station positioning, radio programming and advertising. Broadly, it should provide all users of the medium with a better understanding of radio.