Radio as a Branding Medium

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• Radio's strength is brand building
• Radio ads are much more personally relevant than ads in all other media (Source: Radio Ad Lab)



• Radio has the human voice to convince
• Host endorsements typically drive a 400% increase in response over non-endorsed spots (Source: Robinson Radio Networks)



• When Radio is included within a plan, it boosts brand recall and brand preference (Source: Radio Ad Lab)


• Radio stations invented experiential marketing
• Allows the opportunity for consumers to experience the product or provide "live" sampling opportunities, therefore increasing brand awareness and transactions



• Radio helps drive traffic and interest in your brand
• Radio can be used as a reminder medium to fight procrastination
• It's close to the sale because it is mobile
• Radio campaigns deliver a 49% ROI advantage over TV (increase in sales) (Source: Radio Ad Lab "Radio's ROI Advantage")
• A Radio/Internet mixed plan showed greater impact in Website visitation and purchase likelihood (Source: Radio Ad Lab -- "Radio and the Internet: Powerful Complements for Advertisers")
• Radio has a robust, loyal listenership database allowing for CRM initiatives, couponing, etc.

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