Radio as a brand

Date of publication: June 17, 2004

Author: Steve James

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.

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