The Radio Advertising Bureau Thursday said it will run a series of trade ads promoting radio as an ad platform. With humorous images on the theme, "If it works, don't ignore it," the ads will address
recent positive findings from the Radio Ad Effectiveness Lab (RAEL), an industry research group, as well as radio ratings firm Arbitron. Arbitron's recent findings include data from the firm's
Portable People Meter (PPM) suggesting that radio works as a reach as well as frequency ad medium. New York ad agency DeVito/Verdi is responsible for the campaign's creative.
--Erik Sass
