RAB, Arbitron establish lab to measure radio ads

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New York--The Radio Advertising Bureau and Arbitron Inc. have agreed to establish a lab to study the effectiveness of radio advertising. Supported by funding from the radio industry, the Radio Ad Effectiveness Lab plans to do a series of studies. Findings from the first study will be presented at the RAB2002, the Radio Sales, Management & Leadership Conference, next February at Walt Disney World.
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