A: WHAT
RADIO IS LIKE
B: UNDERSTANDING THE LISTENER
C: STRATEGIC ROLES FOR RADIO
Radio's natural strengths stem from its frequency and intimacy.
Key strategic roles lie in the areas of nudging,
reminding, involving and giving information.
D: EFFECTIVENESS
Research suggests, pound for pound, radio is about as
effective as TV, maybe even more so. This section explores areas of effectiveness
such as ad length, ad recall and types of ads that work better.
E: CREATIVITY
This section pulls together knowledge from experienced writers and
producers. It suggests that the language of radio is rather
different from that of the visual media, needing a slightly different point of entry for
creatives.
A1: THE DEVELOPMENT OF COMMERCIAL RADIO An update on growth in structure, audiences & revenue
A2: THE FREQUENCY MEDIUM Radio ads are "on a lot"
A3: HOW RADIO PROGRAMMING IS PLANNED It sounds simple, but the reality is highly sophisticated
A4: HOW STATION FORMATS WORK Different station sounds create a segmented market
A5: THE MEDIA EFFECT OF RADIO What stations can say about brand positioning
A6: THE BENIGN STATUS OF RADIO Radio is seen as being positive in people’s lives, unlike TV
A7: THE BREAKFAST MEDIUM How radio dominates a critical time of day
A8: AUDIENCE INTERACTIVITY Radio’s culture of response
A9: RADIO’S DIGITAL FUTURE How will Digital Radio develop?
A10: SPONSORSHIP AND PROMOTIONS Dynamics of a highly flexible areaB: UNDERSTANDING THE LISTENER
C: STRATEGIC ROLES FOR RADIO
D: EFFECTIVENESS
E: CREATIVITY
BIBLIOGRAPHY AND RESEARCH SOURCES
B1: THE INTIMATE MEDIUM How the intimacy of radio works for listeners and advertisers
B2: ARE YOU A TYPICAL RADIO LISTENER? The "John Banks Study" showed that ad people are unusual
B3: AUDIENCE APPRECIATION How listeners identify with their station
B4: THE IN-CAR LISTENER Surprisingly low switching between stations
B5: LISTENING LOCATIONS Radio reaches very personal spaces
B6: RADIO IN THE WORKPLACE Playing an emotional role for many working people
B7: KEY AUDIENCE SECTOR: YOUNG PEOPLE How they use radio, for social effects as well as for music
B8: KEY AUDIENCE SECTOR: HOUSEWIVES Hugely important purchasing group, where radio is a companion
B9: KEY AUDIENCE SECTOR: BUSINESSPEOPLE Over two-thirds listen to Commercial Radio
B10: KEY AUDIENCE SECTOR: ABC1s Surprisingly easy to reach in large numbers
B11: RADIO IN THE MULTI-MEDIA FUTURE How radio will grow in a converged & fragmented media landscape
B12: LOW ADVERTISING AVOIDANCE WITH RADIO Auxiliary media suffer less from ad avoidance
B13: LISTENING LOYALTY Station loyalty patterns are very pronounced
B14: ZONING IN & OUT, NOT ZAPPING How listener attentiveness works
B15: THE TIME-SPECIFIC NATURE OF RADIO How thoughtful scheduling can increase efficiency and impact
B16: UNDERSTANDING THE REAL POWER OF SOUND Don’t expect radio to be "impressive" like other mediaC: STRATEGIC ROLES FOR RADIO
D: EFFECTIVENESS
E: CREATIVITY
BIBLIOGRAPHY AND RESEARCH SOURCES
C1: KEY STRATEGIC ROLES FOR RADIO What are the most useful roles that radio can play?
C2: HOW DOES ADVERTISING USUALLY WORK? ...and how does this apply to radio?
C3: USING RADIO FOR BRAND RESPONSE ADVERTISING Why radio can help with this longer-term task
C4: RADIO FOR BRAND MAINTENANCE Using radio for its iterative qualities over the longer term
C5: USING RADIO WITH OTHER MEDIA Using the complementary strengths of the medium
C6: USING RADIO FOR POPULARISING Local radio stations are useful for mainstreaming
C7: USING RADIO FOR DIRECT RESPONSE Getting optimum results from an interactive medium
C8: USING RADIO FOR DOMINANT SHARE OF MIND A proven route to disproportionate saliencyD: EFFECTIVENESS
E: CREATIVITY
BIBLIOGRAPHY AND RESEARCH SOURCES
A: WHAT RADIO IS LIKE
B: UNDERSTANDING THE LISTENER
C: STRATEGIC ROLES FOR RADIO
D1: HOW TO MEASURE RADIO’S EFFECT Ensuring that radio’s contribution is measured accurately
D2: RADIO EFFECTIVENESS - THE DATABASE Use the searchable case study database at RAB OnLine
D3: DO LONGER ADS WORK BETTER? There appear to be other more important factors
D4: BUILDING "CATEGORY KILLER" BRANDS ON RADIO What can we learn from the conspicuous successes?
D5: WHAT SORT OF RADIO ADS WORK BETTER? A digest of available data
D6: THE FAMOUS "IRONING BOARD STUDIES" Analysing how much listeners take in while distracted
D7: WHAT IS A RADIO IMPACT WORTH? Two studies suggest radio is about four-fifths as effective as TV
D8: PRE-TESTING RADIO ADVERTISING Testing - as opposed to pre-testing - can be an ideal solution
E: CREATIVITY
BIBLIOGRAPHY AND RESEARCH SOURCES
A: WHAT RADIO IS LIKE
B: UNDERSTANDING THE LISTENER
C: STRATEGIC ROLES FOR RADIO
D: EFFECTIVENESS
E: CREATIVITY
E1: THE MEGALAB TRUTH TEST The way radio listeners are sensitive to authenticity
: THE "THEATRE OF THE MIND" What it means: some insights and mantraps
E2: CREATIVE BRIEFING FOR RADIO The ususal rules apply - but differently
E3: SONIC BRAND TRIGGERS How sounds get in "under the radar"
E4: THE RADIO ADVERTISING HALL OF FAME What came top – and some insight into why
E5
E6: DIFFERENT ADS FOR DIFFERENT STATIONS When do campaigns really need this?
E7: GETTING GOOD RADIO CREATIVE WORK An advertiser’s view on good practice
E8: THE CLOSENESS OF RADIO How this works, and what it means for writing radio campaigns
E9: NINE GUIDELINES ON CREATIVE RADIO ADVERTISING A review of expert opinion
E10: BRAND CHARACTER, NOT BRAND IMAGE A subtle difference that radio writers know
E11: CREATIVE NUGGETS Collected wisdom from various sourcesBIBLIOGRAPHY AND RESEARCH SOURCES