Abstract:

This paper briefly reviews some of the research upon which most radio planning models are based and considers the relative impact of position in break and 'low clutter airtime' against the more traditional territory surrounding frequency within the context of radio advertising.Unlike previous research, which has tested various elements of the radio mix in more controlled environments, the results from the study in this paper are drawn from 'real world' audiences.Due to unique market conditions present in Australia, the study was able to compare the actual performance of two different radio advertising models directly; the first based on building frequency with multiple advertisements in each break; the second based upon impact through 'low clutter and primary position in break'.