Effectiveness in individual media: Radio

 

Many radio commercials use background music to accompany a message. This research examines how brand-congruent music (i.e. music that 'fits' the brand) will affect 'Attitude towards the Ad' (AAd) and ...

James Peacock, technical consultant to the Radio Ad Effectiveness Lab (RAEL), here describes new research investigating Radio and the consumer's mind: how radio works. This study, a follow up to three ...

Despite the common perception that radio has remained pretty well unchanged for the last half century, Mark Barber (planning director at the Radio Advertising Bureau) maintains that it has made two gr ...

Radio often suffers from a lack of awareness as far as marketers are concerned, both because of the lack of 'buzz' surrounding the medium, and as it is often perceived to be difficult to measure the r ...

Radio advertising is full of disclaimers which are intended to give consumers information and to meet legal compliance, but little research has been carried out into their effect on purchasing. This p ...

This paper highlights the importance of the often overlooked medium of radio advertising. Traditionally, radio ads have been seen as less effective than their television, print and online equivalents, ...

This study investigated the relationship between radio advertising clutter and advertising recall using the Australian radio market as a test case. The term ‘clutter’ is defined here as a greater numb ...

Uwe Domke, RMS Radio Marketing Service, and Christoff Wild, ARD-Werbung Sales & Service look at ten questions about radio advertising effectiveness that you were too afraid to ask. These include which ...

On the basis of 17 characteristics of 100 Belgian radio commercials (amount of information and brand quotes, humour, emotionality, eroticism, music, actionimpulse, and so on), three types of radio spo ...

This study compares the effectiveness of internet advertisements (pop-ups), print advertisements (posters) and radio advertisements for an airline ticket and for a weekend stay at a hotel. The adverti ...

This paper is based on a project which sought to assess radio's Return on Investment (ROI) as an advertising medium. Using IRI's BehaviorScan capability, the study was based on tests carried out in fo ...

Derek Jones, managing director of MediaTel Group, produces a SWOT analysis for UK commercial radio and predicts an exciting future. There will probably be more industry consolidation and rapid techno ...

Given renewed interest in radio as an advertising medium in the UK, this edition of ‘Best Practice’ considers how best to use it (rather than the increasingly complex field of audience measurement. R ...

James Peacock, RAEL, reports on the methodology and findings of a major project in 2004, to determine how effective radio is when used in combination with TV and print media. He specifically examines ...

Spot length, brand penetration and media consistency are important explanatory factors of ad and brand recognition in 1482 Belgian radio spots. Frequency of exposure and campaign weight are important ...

Over seven successive years, 3,100 radio campaigns were studied. The findings and results of each campaign aggregated into the database enable the key factors for a successful radio campaign to be det ...

The authors recently analyzed the local audience delivery patterns of a national television, magazine and IBN in-store radio buy in concert with a local broadcast radio schedule in 25 top Nielsen DMAs ...

This paper focuses on how radio reach builds up. When do our listeners start to recognise radio spots? After how many days of airing, after how many times of hearing? The results are based on a teleph ...

Commercial Radio Australia is the peak industry body representing over 250 commercial radio stations throughout Australia. The industry is focused on growing the radio share of total advertising reven ...

Radio has been “repositioned” by TV as a “less” effective medium for brand building. Media research often addresses the question “How does radio as a medium differ from other channels?” instead of the ...

Research evidence shows that radio is more valued by consumers than by advertisers. Yet some major advertisers in the US (2004) remain loyal and show the value of network radio (examples). Some operat ...

Discusses the attitudinal trends that may occur during the next ten years, based on a research project using the technique of Future Panels (described). It is argued that we are living now in a new cl ...

In this rejoinder to Paul Kennedy of RAJAR (Admap, October 2003), Tony Jarvis, MediaCom/Grey Global Group, argues for electronic measurement of radio audiences rather than diaries. He produces a stro ...

Roberto Roseano maintains that one of the keys to successful advertising in a cluttered communications environment (like radio in Italy) is to calibrate its media pressure according to the campaign ob ...

In 2002, RMB (Radio Marketing Bureau) set out to research the impact of radio advertising on brand building in Canada. The programme, called Radio Active, developed case studies based on test experim ...

Paul Kennedy, RAJAR, discusses the various ways of measuring radio audiences - day-after-recall, diaries and audiometers. He explains that, despite the apparent appeal of audiometers (the Radiocontro ...

In verbal, one-way marketing communication, e.g., radio advertising, the only cues that the target customer has are voice related. Competitive and financial considerations dictate that advertisers use ...

This paper reviews an analysis done on a billboard and radio advertising campaign in the fast moving consumer goods industry. The analysis uses multivariate regression to quantify the Return On Invest ...

Radio accounts for approximately one-third of consumers’ time spent with media, yet it receives just a bit more than one-tenth of advertisers’ media dollars. Maybe this is because radio provides a num ...

This paper briefly reviews some of the research upon which most radio planning models are based and considers the relative impact of position in break and “low clutter airtime” against the more tradit ...