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Radio advertising: What will make them listen?
As marketers swing back to traditional media as part of the advertising mix, the use of radio has come under the spotlight. The focus, says a media strategist, should be on how people engage with radio and how a brand or service can be sold effectively in a nonvisual manner
29 April 2021 - 05:00
After a surge of advertising investment in digital media, marketers globally are beginning to reassess the contribution of traditional media in the advertising mix.
Media strategist Gordon Muller, founder of GSM Quadrant, says this is driven by a new philosophy of taking a more holistic view of media campaigns, and points out that even digital giant Amazon has invested nearly 40% of its advertising budget in traditional media...
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