It’s all about ROI

Staff Writer

CRA has launched the next phase of the industry-wide “Radio. It’s a Love Thing” brand campaign. Four new ads will make their debut across 261 metropolitan and regional stations.

The 45 second ads centre on new research by Colmar Brunton showing the return on investment for brands using radio advertising, both on its own and in combo with TV and online.

Colmar Brunton’s research measured the actual sales data and volume of enquiries for 21 national brands, including 17 FMCG brands and four government and service providers. 116 campaigns and their real results over a period of 18 months were analysed to determine the impact on ROI when advertising on different media (TV, radio and online). The research also sought to determine the effect on ROI when those channels were used together.

Joan Warner, CRA’s chief executive officer, said: “Radio. It’s a Love Thing has been one of our most successful brand campaigns. The new research, showcasing the practical benefits and real return on investment of radio advertising, provides invaluable information for advertisers and clients alike.”



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