Author: Annette Malave, SVP/Insights, RAB
Wouldn’t it be great to be able to look into the future and see how 2020 will be described and documented? It has been quite a year – a pandemic, major job losses and political and social unrest. Despite all the hurdles that 2020 delivered, there were positive stories.
Author: Tammy Greenberg, SVP/Business Development, RAB
It has been well-documented that consumers, now more than ever, care deeply about how brands are addressing social and environmental issues. According to the 2020 Porter Novelli Executive Purpose Study, 89% of business leaders believe companies that lead with purpose have a competitive advantage in today’s marketplace. In fact, 85% agree being a purpose-driven company drives profit. The bottom line is that in increasingly competitive markets, in just about every category of business, a brand’s contribution to society becomes the decisive point of difference for consumers.
Continue reading “Purpose in Action with Radio Drives Business and Positive Change”
Author: Annette Malave, SVP/Insights, RAB
The Radio Advertising Bureau (RAB) fields questions daily regarding research, best practices, promotional ideas, and more. One of the most frequently asked questions is, “How many ads should I run per week?” The answer always starts with, “That depends. What is your goal?”
The role of advertising is to increase the chance that people will choose your brand by making the brand easy to think of and easy to buy. Yet determining the amount of activity needed to reach consumers is anything but easy.
CUMULUS MEDIA | Westwood One and the Radio Advertising Bureau partnered to determine and set guidelines based on four campaign goals that range from 34% reach to a 78% reach of a station’s audience.
Author: Annette Malave, SVP/Insights, RAB
As holiday shopping goes into full swing, electronics will be one of the top items purchased this year. As many households continue to work from their remote locations, smart speakers are sure to be on many holiday shopping lists. As of this past June, NPD Group stated that nearly 30% of U.S. households were using smart speakers.