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Radio Advertising Bureau launches new ad campaign touting radio’s effectiveness

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New York—As competition for radio ad dollars heats up amid the growth of Web radio and satellite radio, the Radio Advertising Bureau this week launched a new print advertising campaign that promotes radio’s effectiveness for advertisers and their agencies.

The ads take a humorous approach to the downside of not using everyday items. One ad, for example, shows a writhing soccer player who has failed to wear an athletic supporter cup. Using the tagline, “If it works, don’t ignore,” the ads aim to depict the consequences of overlooking something proven effective.

The ad campaign is part of multimillion commitment from the industry for research that documents radio’s effectiveness as an ad vehicle. A fourth study, in a series on radio’s relationship to consumers, is scheduled to be released at the end of the year.

Terrestrial radio continues to face heightened competition from the Internet and satellite radio. In February, RAB reported that national sales climbed 4% that month compared with the same month in 2005, However, local ad dollars dropped 3% in the same period, leading to a 2% overall decline from February 2005.

—Matthew Schwartz

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