Westwood One Blog Post Offers Six Best Practices For Advertisers As Economy Levels Off

Best Practices

This week's blog post by WESTWOOD ONE's PIERRE BOUVARD offers recommendations on marketing in uncertain financial periods as the economy levels off.

The post outlines six best practices for advertisers, including keeping a high share of voice (brand ad spend divided by category ad spend); continuing to advertise, with research showing a detrimental effect on brands when radio ad budgets are cut (a/k/a "going dark"); testing ad campaigns (creative being the top sales driver); shifting from a focus on sales activation towards brand building instead; developing emotional campaigns; and shifting budget to AM/FM radio.

Read the post and see the research behind BOUVARD's advice by clicking here.

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