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RAB Launches Radio Campaign Measure
In the UK, The Radio Advertising Bureau (RAB) has unveiled plans to launch a fortnightly survey called RadioGauge to measure how radio ads drive brand awareness.
RAB Managing Director Simon Redican announced the plan at the association's autumn conference. The new research will reveal how campaigns are performing in relation to the broader market, by comparing individual campaign performance against a pool from other advertisers.
Explained Redican: 'The research will be conducted at regular fortnightly intervals, with capacity to measure up to three advertisers in each wave.'
The study will be managed by radio research specialist and Dipsticks Research subsidiary Other Lines of Enquiry. It will identify the effect of radio advertising by comparing differences in brand awareness at the post-campaign stage between a sample of commercial radio listeners and a matched sample of non-listeners.
Respondents will then score each commercial against 11 statements linking to the RAB's 5Is creative evaluation process - the 'i's in question being involvement, identity, impression, information and integration.
Web sites: www.rab.co.uk and www.otherlines.com.
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