NEWS5 March 2012
GERMANY — Germany’s research industry has launched a new radio ad campaign encouraging the public to take part in market research.
The ads assure the public that “every voice counts”, reminding them that research participants’ data is strictly protected and that sales pitches are not allowed.
The campaign is led by the Initiative Markt- und Sozialforschung (Market and Social Research Initiative) which was set up in 2008 to improve the industry’s image and make clearer the distinction between research and marketing.
The six 30-second spots, which will air on public and commercial stations across Germany from now until April, follow an earlier campaign which also included online, print and outdoor ads.
The campaign, backed by four German research associations, is also being supported by the sales arm of public service broadcasting consortium ARD, as well as Radio Marketing Service, which sells media on behalf of 148 stations, and radio industry body Radiozentrale.
The research associations also plan to hold a second Market Research Day in June, giving agencies the chance to demonstrate to the public what they do.