Abstract:
This paper explores some of the strategies that have been developed and implemented to achieve this goal. It features an overview of the research undertaken to date that has underpinned the overall brand strategy. The strategy demonstrates a unified Industry approach spearheaded by an AUD$20 million commercial radio advertising campaign. The campaign has assisted in delivering against primary Commercial Radio Australia marketing objectives: to increase awareness of radio's strength as a branding medium; increase radio's share of Advertising Expenditure with both national and local clients; and increase share of spend with current radio advertisers. After six months on air, the preliminary research results have been extremely positive and radio advertising revenue growth for the eight-month period year on year has been nearly 10%. It is clear the strategy is assisting in the growth of radio advertising revenue.
This could also be of interest:
Research Papers
Radio: Is recent history destiny?
Catalogue: ESOMAR/ARF WAM Conference 2004: Radio
Author: Bill Ratcliffe
 
June 17, 2004
Research Papers
Radio sells
Catalogue: ARF/ESOMAR Worldwide Radio 2001
Authors: Uwe Domke, Christoph Wild
 
April 1, 2001
Research Papers
Development of a radio meter system
Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage
Authors: John Stockley, Wolfgang Werres
Companies: Ipsos MRBI, Burke, Inc.
June 15, 1999
