advertising is not the key to repeat business In 2016, the expenditure by governments and business on advertising on radio advertising grew by 5%. This is not bad, given the decline in press, static television expenditure, and the massive shift to digital and mobile advertising. But how impactful is radio advertising? A study in the […]

advertising is not the key to repeat business In 2016, the expenditure by governments and business on advertising on radio advertising grew by 5%. This is not bad, given the decline in press, static television expenditure, and the massive shift to digital and mobile advertising. But how impactful is radio advertising? A study in the United States looked at the impact of different modes of communication at different stages in the purchase cycle. Here are the numbers for radio advertising: Considering options – 21% Making a final decision – 21% Cross selling – 21% Retention – 14% Preferred Option – 21% Making a final decision – 21% These figures point to the declining impact of radio advertising in terms of impact on purchase decision-making. It highlights, yet again, that retention of customers is not a matter for advertising. Advertising of all kinds is less than effective in driving repeat purchase…