Linking radio and web: Simple and effective

TORONTO – The simple act of making sure advertisers mention their web address in their radio ad will boost those clients’ sales says a further analysis of the Foundation Research study released last month by the Radio Marketing Bureau. “Over the past few years we’ve seen some significant growth in the marketing power of radio when combined with the Internet,” said Chris Bandak, president of Foundation Research Group. “This year was no exception and traditional radio ranks highest as the medium most used in combination with the Internet. So how does it work? A clever spot plays on the radio...