This paper highlights the importance of the often overlooked medium of radio advertising. Traditionally, radio ads have been seen as less effective than their television, print and online equivalents, but while they may be subject to variation in terms of recall, they also have more of an impact than is normally imagined.
Radio is a background medium. Will anybody hear my ads?
Worldwide, in the 58 countries covered by ZenithOptimedia's Advertising Expenditure Forecastsummaries, advertisers were estimated to have spent $33.7 billion on radio in...