Abstract:

The Radio Advertising Effectiveness Laboratory (RAEL) was created in 2001 to research the effectiveness of radio advertising in the United States. Established as an independent non-profit organization with funding from radio industry companies, RAEL works closely with advertisers, agencies, and broadcasters to further the industry's understanding of how radio advertising works and to measure its effectiveness. In its ongoing Case Studies series, RAEL presents information from recent proprietary studies of radio which have been shared with RAEL. This particular paper focuses on a test of replacing spot TV with radio in a winter campaign for one of Pfizer Inc.'s over-the-counter healthcare products. The study showed that advertising with radio delivered superior sales results at less cost.