Radio - Association of Advertisers in Ireland

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Radio has a „Multiplier Effect‟ on other media• Radio‟s way of multiplying this effect of other mediais a feature of multi-media research studies
Radio creates a large „Share of Mind‟ for a brandRadio stations create a sense of ubiquity for a brandTwo reasons:• Radio ads are frequent• Listeners tend to spend a long time listening(avg 14hrs p/week, 4 hrs p/day)A brand which is big in radio can create adisproportionately large share of mind for itself
Page 1: Everybody‟s listening so whyisn
Page 4 and 5: Commercial Radio…..We have no lic
Page 6 and 7: Everybody is listening85% of Irish
Page 8 and 9: Radio is Everywhere……………b
Page 10: How do respondents feel about the d
Page 13 and 14: Radio offers efficient targeting wi
Page 15: Radio reaches out in an Ad avoidanc
Page 19 and 20: Radio is a „Friend‟• Radio us
Page 21 and 22: INCORRECT !!
Page 23 and 24: Choose Radio
Page 25 and 26: The Evidence for Radio‟s Effectiv
Page 27 and 28: Advertising is Increasingly Ubiquit
Page 29 and 30: High Levels of AD Avoidance HinderO
Page 31 and 32: High Levels of AD Avoidance HinderO
Page 33 and 34: Radio and TV
Page 35 and 36: Radio and TVWhat happens when 10% o
Page 37 and 38: Radio and NewspapersAd avoidance ch
Page 39 and 40: Radio and NewspapersAd avoidance ch
Page 41 and 42: Radio and NewspapersRadio‟s low a
Page 43 and 44: Radio and NewspapersUnaided brand r
Page 45 and 46: Radio andthe InternetWhat happens w
Page 47 and 48: Radio in Isolation
Page 49 and 50: • But that’s all UK research...
Page 51 and 52: How many did you get ?
Page 53 and 54: TRY IT !
Page 55 and 56: • ANY QUESTIONS ?

Radio - Association of Advertisers in Ireland

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