Re: radio advertising effectiveness

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I'm sorry, I don't.  You could possibly get it from the Radio Bureau of Canada
at  www.rmb.ca or it's mentioned in pubszone www.pubzone.com and you might be
able to access it via information there.

Hope this helps,

Cathy



Jolanda van As wrote:

> At 10:36 AM 7/23/99 -0400, you wrote:
> >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.
> >
> >
> thanks for your response,
> I'd like to know more about this Radio Effiency Study from the BCRQ, so I
> want to contact them. Do you know if they have a website or an emailadress?
> I tried but couldn't find it. thanks again for your help.
>
> >
> >Visit http://www.amic.com, the hot site for media professionals.
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