Tag: John Fix

Former Procter & Gamble executive John Fix writes a guest piece on the Cumulus Media | Westwood One Audio Active Group blog in which he details the 5-Question Framework that addresses the viability of audio advertising. The five questions are: 1) Does audio work? 2) Can audio be planned and purchased at scale? 3) Are there creative best practices for getting audio right? 4) Can audio be measured? And 5) Is the brand properly set up for success? Fix says, “These five questions are important to advertisers, providers of audio, and the industry in general. Communication with advertisers is best when it is acknowledged as to the stage of the advertiser and the industry. Failure to identify and address each step in the 5-Question Framework will cause unnecessary delay.” Read the blog post here.