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Home→The Westburn Dictionary of Marketing→R→Radio Advertising Bureau (RAB)

Radio Advertising Bureau (RAB)

Definition:
Established in 1992, as successor to the moribund Radio Marketing Bureau which had been set up ten years earlier, the RAB's remit is to promote the UK commercial radio network as an advertising medium, especially to the large number of national advertisers who still do not include it in their advertising schedules more than twenty-five years after the first of the British commercial stations went on air. The RAB publishes a considerable array of research data, case histories and general marketing information, and is generally given the credit for radio's MEDIA SHARE moving significantly above the persistently low level which had earned it the tag, 'the two per cent medium'.

Cross-References:
[media share]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier], [1998].