Forward Thinking: Radio RAB - Realise radio's mass reaction

January 2013
Marketing (00253650);1/23/2013, p41
Trade Publication
The article discusses the effectiveness of radio as a communications and marketing tool, with a focus on an analysis of radio as a strategy for long-term brand success. Topics include the importance of advertising reaching a large audience to be effective, methods of generating a mass consumer reaction, and the percentage of advertising that is delivered through live or linear real-time media outlets such as radio and television.


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