Abstract:

This paper presents the results of the second wave of a basic study to show the effectiveness, in principle, of radio as an advertising medium. It describes how radio contributes to the effectiveness of mixed campaigns with TV, both in isolation and in conjunction with TV as the main medium. Our purpose is not simply to demonstrate radio’s contribution to the effectiveness of campaigns, but to use this information to make Practical recommendations for media planning purposes. As the study also shows radio’s effectiveness in terms of contacts achieved and cost, we have used it to draw conclusions about the optimum ratio between radio and TV contacts, and the proportion of the total budget that should be allocated to radio if a campaign is to achieve maximum effectiveness.