Radio – The great media multiplier

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Jeffrey HedquistOften we tend to think of radio as a stand-alone medium.  While it can work effectively this way, more often it runs in combination with other media. It’s well-documented that a radio version (not just a direct lift of the soundtrack) of a TV spot can bring to the listener’s mind the TV spot and every day you can hear dozens of spots directing you to advertisers’ web sites.  Radio is a fantastic multiplier of the results of other media as well…newspapers, direct mail, billboards, magazines, point of purchase, skywriting…

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