Re: radio advertising effectiveness

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I, too, am interested in any research available on this subject that I can pass on to my students.  Listed below is some information from Quebec, 1995.  You could probably contact the BCRQ to get specific details.

 Radio Efficiency Study

 The BCRQ (Bureau de commercialisation de la radio Quebec) released a study on the impact and efficiency of radio advertising which was conducted in January 1995.  Auditorium testing sessions were conducted were listeners heard various prerecorded segments of regular radio programming that
included commercials.  Results indicate that:

 * radio advertising is heard and remembered.  Listeners, after hearing the commercials only once or twice, were able to spontaneously recall an exceptional average of 46% of sponsors names.

 * commercials generate reactions.  Seventy five percent of consumers provided continuous feedback about the commercials they heard.

 * content matters more than format.  What is said and at whom it is aimed is more important than how it is presented.  Special effects, etc., can enhance a message but are not essential.

 * listeners create their own mental pictures.  Although the images created by different people are not identical, they point in the same general direction.  Thus messages are personalized by each listener.

 * 30 second commercials achiever higher content recall, as well as stronger sponsor and slogan recall than do 60's.  60's do have slightly higher appreciation value.



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• Next message: : "Re: radio advertising effectiveness "
• Previous message: Fraser Elliott: "Re: radio advertising effectiveness "
• Maybe in reply to: Jolanda van As : "radio advertising effectiveness "
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