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The Fundamentals of Radio Advertising

2019, The Media Studies-2- Global Radio – TV – Journalism and Online Media Studies, (ed.M.kuyucu) içinde bölüm, ISBN: 978-605-7601-14- 8. İstanbul: Zinde Yayıncılık.

This article seeks to expound on the concept of radio advertising through a multi-dimensional approach in the bid to equip the reader with the most current literature on the theme. As such, the author deploys a comprehensive literature study to expound on the global history of the concept. Next, the article provides the specifications of radio advertising citing the types of radio advertisement. That said, the author also considers providing a background of the pros and cons associated with the theme of radio advertising in relation to other forms of advertisement media in the bid to foster informed decision making. Most importantly, the article carefully expounds on the global market share of advertising since the 1980s to today highlighting the trends and patterns of the same. Next, the author also considers providing a substantial literature review of the market share of radio advertising in the US and EU countries before further closing the report by providing insight on the future of radio advertising as well as its critics.

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Bernard Junior

Les loges d'étude et de recherche sont une spécificité et l'une des caractéristiques les plus prestigieuses de la LNF. Le concept est cependant difficile à faire accepter-et plus encore à faire comprendre-en France. Il a vu le jour, à la fin du XIXème siècle en Angleterre : c'est donc lçà qu'il faut retourner pour tenter d'y voir clair. Lorsqu'en 1886 fut fondée, à Londres, la loge Quatuor Coronati n°2076, une structure tout à fait nouvelle vit le jour : une « lodge of research », c'est-à-dire, dans l'esprit de ses créateurs anglais, une loge qui, au lieu de faire des cérémonies et de transmettre les grades maçonniques-occupations exclusives de toutes les loges en ce pays-, se consacrerait exclusivement à l'étude des origines historiques et des sources traditionnelles de la franc-maçonnerie. A ce jour, en publiant chaque année le compte rendu de ses travaux, la très célèbre revue Ars Quatuor Coronatorum (AQC), cette loge de recherche, le plus ancienne au monde, a largement conquis ses lettres de noblesse. Toutes les grandes études concernant les fondements de la franc-maçonnerie y ont été présentées en plus d'un siècle. Elle a du reste inspiré, dans plusieurs autres pays (Etats-Unis, Allemagne, Belgique), la création de structures comparables[1]. Cette manière d'envisager la maçonnerie est longtemps restée inconnue en France et y suscite encore beaucoup de réticence. Il existe en fait une grave équivoque sur le mot « recherche ». Ainsi, on entend souvent dire que la recherche est le propre de toute loge, que tout maçon est « en recherche » et que toute loge est

Minahel Alavi

C. Shenk , Roger Vilardaga

iurii mosenkis

Slavic name of father: disputable etymology

Jose Adrian Diaz Toscano

Presentation 09.10.2023

Thomas Lang

Slides (in German) of the public lecture "Überrumpelt, geplündert und an etlichen Orten angezündet - Düben zwischen Krieg und Frieden von 1100 bis 1850" held at the Landschaftsmuseum Dübener Heide on 10.09.2023. In this lecture, ten selected war events from 1100 to 1850 and the consequences for the castle, town and surrounding area of Düben are described. The role of the people of Düben as a result of their participation in the town- and country's defense and as victims of the war events is illuminated as far as possible by contemporary sources. As the lecture was given freely, some slides have been supplemented with framework data and source citations. > Düben Castle in the Eastern Settlement 10th century 1st Saxon uprising 1115/16 2. Wettins vs. Ascanians 1350-1355 > Armed succession and military service 14th-16th century 3rd Hussite War 1420-1437 4th Saxon fratricidal war 1446-1451 5th Schmalkaldic War 1546/47 > Development of Düben and the Düben Land Defense until 1618 6th Thirty Years' War 1618-1648 > Consequences of the war for Düben until 1785 7th Great Northern War 1700-1720 8th Seven Years' War 1756-1763 > Saxon cavalry units in Düben 9th Napoleonic Wars 1806-1813 10 Prussia comes and stays > Additional lecture for the history of war after 1850 (incl. 2. WW) Version 2023-11-10: corrected typos, added two slides (Slavonic tribes in Sachspiegel-law & problems of the Conflict Catalogue), concentrated the introduction Version 2023-11-15 corrected subtitles and sources, added critic reflection to the conflict catalogue, rescaled the conflict catalogue, added slide about the influence of wars between 1648 and 1706

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Study: radio advertising’s true effect underestimated by 92%.

Recent research conducted by Radiocentre and Colourtext has revealed significant shortcomings in the typical short-term attribution models used to assess the impact of radio advertising on performance campaigns in a study titled “Radio: The Performance Multiplier.”

This study , which involved a detailed regression modeling analysis of 1.6 billion multimedia impacts across 30 million web sessions from in-market campaigns, has shown that radio advertising’s true performance effect is underestimated by an astounding 92% due to current attribution methods.

The research demonstrates that it takes a full 19 hours for the effects of each radio advertisement to be fully realized, challenging the conventional measurement approach that captures only 8% of an ad’s effectiveness in the first 20 minutes following transmission. When the full impact of radio is accurately accounted for, the medium is shown to significantly enhance performance-led media campaigns.

Specifically, radio advertising was found to boost daily web sessions by 9% and achieve these results twice as cost-efficiently as other demand-generation media.

Campaigns that utilized radio effectively showcased higher weekly reach and incorporated distinctive audio branding elements, yielding above-average performance efficiencies. This indicates that the strategic use of radio can substantially elevate campaign outcomes.

The influence of radio advertising extends beyond immediate web traffic and sales conversion rates. The study found that radio ads significantly boost organic search volumes and enhance paid search impressions, leading to better conversion rates and heightened paid social ad responses. This suggests that audio advertising not only serves direct marketing goals but also amplifies broader digital marketing efforts.

In terms of strategic implementation, the study advocates for a greater integration of radio within the media mix. By reallocating budgets to favor radio – or simply increasing the medium’s share of existing budgets – companies can enhance their overall campaign performance at no additional cost. This approach leverages radio’s ability to improve both short and long-term marketing goals, maximizing return on investment.

Similar findings had previously been shared by Cumulus Media.

Looking at the long-term, radio advertising proves to be a formidable tool for building brand loyalty and recognition. It helps create a stronger network of mental associations for brands, making them more memorable and top-of-mind during the consumer buying process. These findings underscore radio’s dual strength in driving immediate consumer action and fostering enduring brand relationships.

The Radiocentre study lays out a compelling case for advertisers to rethink the value of radio in their marketing strategies, not just for immediate gains but also for sustainable growth and brand development.

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Our Print Magazine: Radio Ink

A single neuron (white) shown with 5,600 of the axons (blue) that connect to it. The synapses that make these connections are shown in green. Credit: Google Research & Lichtman Lab (Harvard University). Renderings by D. Berger (Harvard University)

When examining the model in detail, the researchers discovered unconventional neurons, including some that made up to 50 connections with each other. “In general, you would find a couple of connections at most between two neurons,” says Jain. Elsewhere, the model showed neurons with tendrils that formed knots around themselves. “Nobody had seen anything like this before,” Jain adds.

The team also found pairs of neurons that were near-perfect mirror images of each other. “We found two groups that would send their dendrites in two different directions, and sometimes there was a kind of mirror symmetry,” Jain says. It is unclear what role these features have in the brain.

Proofreaders needed

The map is so large that most of it has yet to be manually checked, and it could still contain errors created by the process of stitching so many images together. “Hundreds of cells have been ‘proofread’, but that’s obviously a few per cent of the 50,000 cells in there,” says Jain. He hopes that others will help to proofread parts of the map they are interested in. The team plans to produce similar maps of brain samples from other people — but a map of the entire brain is unlikely in the next few decades, he says.

“This paper is really the tour de force creation of a human cortex data set,” says Hongkui Zeng, director of the Allen Institute for Brain Science in Seattle. The vast amount of data that has been made freely accessible will “allow the community to look deeper into the micro-circuitry in the human cortex”, she adds.

Gaining a deeper understanding of how the cortex works could offer clues about how to treat some psychiatric and neurodegenerative diseases. “This map provides unprecedented details that can unveil new rules of neural connections and help to decipher the inner working of the human brain,” says Yongsoo Kim, a neuroscientist at Pennsylvania State University in Hershey.

doi: https://doi.org/10.1038/d41586-024-01387-9

Shapson-Coe, A. et al. Science 384 , eadk4858 (2024).

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