Radio Marketing Bureau breaks ROI campaign
By Adnews Staff
The Toronto-based Radio Marketing Bureau has begun a $2 million ad campaign called "AM + FM = ROI" to promote the effectiveness of radio as an advertising medium. The campaign consists of national newspaper and trade publication ads, plus radio commercials. The creative presents testimonials from advertisers including Grolsch, Goodyear and Nestlé. "This is an unprecedented effort by our industry to reinforce the effectiveness of radio and the tangible return on dollars invested," said John Harding, president of the Radio Marketing Bureau. "Our intent is to drive interest and investment in radio by providing testimonials from prestigious national advertisers, supported by case studies and relevant research studies." The creative was produced by Bright Red Communications and Pirate Radio and Television.