RAB Kicks Off '85 Pro-Radio Campaign

"I Saw It On The Radio" is the tag line for the Radio Advertising Bureau's (RAB) 1985 pro-radio campaign. Taking the main objection to the medium and turning it on its head, the campaign aims to compensate for radio's lack of visuals by stressing the medium's ability to not only create new images in the minds of listeners, but also to tap stored images and impressions, thus permitting each radio consumer to have his or her own individual listening experience.

The campaign will consist of 60- and 45-second radio spots, available fron the RAB office, to be followed by extensive print and direct mail efforts. The print materials are designed to aid sta- tions' sales and promotion depart-
ments, while the direct mail aspect targets ad agency decision makers and creative types. Beginning in the fall of '85, the campaign will roll out to include various targeted in- dustries, such as automotive dealers with "radio sells cars" ads appearing in selected auto trade magazines.

The RAB is also asking stations to use the "I Saw It On The Radio"

Or let your imagination run wild. (Although I heard it only once, I still remember a Stan Freberg radio spot from the early '60s in which,throughcleveruseofsound effects, I saw the creation of an icecreamsundaethesizeofLake Michigan.) For information, materials, and assistance, contact the RAB at 1-800-232-3131.