RADAR – a clear credit to us all

We were delighted to read about our European car ad survey (MW November 2), but surprised that you chose not to credit the source of your story.

For reader clarity, the findings came from RADAR – new independent communications planning research from Media Futures. This multi-country study covers consumer attitudes on 19-plus different media, 11 brand sectors from cars to perfume to breakfast cereal; and stages in product life cycle covering launch, brand loyalty and switching brands.

Our study helps advertisers identify the most effective campaign channels by choosing the right media for specific communication tasks – something your readers would no doubt like to know.

Sue Elms

Managing director

IM Futures

London SW1

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