Broadcast Electric Field Radio Station Strength

There is a myriad of facts, figures and seemingly convincing arguments from the radio industry’s marketing bodies on both sides of the Atlantic why businesses should spend their increasingly hard pressed advertising budgets on radio. Are the reasons they give to advertise on radio and use up their clients’ ever more stretched promotional pound or dollar on radio justified?

Marketing Radio in the United Kingdom

The Radio Advertising Bureau in Britain is funded entirely by the country’s commercial radio industry and their aims are “to encourage advertisers and agencies to consider radio more often as part of their communications solutions,” as well as promoting the medium as a whole and to see its use as a more effective and creative medium. In promoting radio in this way the RAB have identified a number of reasons why advertisers should use radio.

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