GROUP SEEKS TO TRACK RADIO AD EFFECTIVENESS

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(Sept. 6, 2001) -- The Radio Advertising Bureau and media and marketing research company Arbitron are attempting to research the impact of radio ads by working with advertisers, agencies and radio broadcasters.

The companies are establishing the Radio Ad Effectiveness Lab, with funding from radio companies, ad rep firms and radio research organizations.

The lab will begin by hiring a consultant to conduct a literature review and take an inventory of radio ad effectiveness research globally.

Findings will be presented at the bureau's annual conference in February in Orlando, Fla. Co-chairs of the ad lab are bureau President-CEO Gary Fries and Owen Charlebois, president of Arbitron Media Services. -- Cara Beardi

Copyright September 2001, Crain Communications Inc.

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