Commercial Radio supports Advertising Effectiveness Awards

In a first for the radio industry, Commercial Radio Australia (CRA) will sponsor the Advertising Federation of Australia’s (AFA) Advertising Effectiveness Awards.

The Effectiveness Awards are recognised as Australia’s premier advertising awards. They are the only national awards in Australia dedicated to proving the commercial value or financial return of advertising and are held every two years.

CRA chief executive officer Joan Warner said the awards “highlight the importance of effectiveness in advertising – one of the strengths of radio advertising.”

“Radio provides good value for money for advertisers and the industry’s involvement with the Awards will help highlight this fact… Apart from its effectiveness, radio provides significant benefits through its immediacy, and extensive reach and frequency making it an extremely powerful advertising tool… Radio advertising must also be very creative – an important element of the effectiveness formula,” said Warner.

The 7th Awards will be launched later this month, hosted by 2UE’s Mike Carlton. Entries will be due by February of next year and winners will be announced mid-2003.

CRA will sponsor the Silver Awards and also a new category – the Most Effective Campaign for Radio.