Radio advertising effectiveness

Uwe Domke and Christoph Wild

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.

Radio Advertising Effectiveness

Uwe Domke

Christoph Wild

This article looks at 10 questions about radio advertising effectiveness that you were too afraid to ask.

1 DOES A RADIO COMMERCIAL HAVE TO BE 'LOVED' TO GENERATE SALES?

Boisterous commercials that elicit little response can generate successful sales.

The standardised media test IMAS-PsychoMeter provides an assessment of impact (penetration) and resonance (effect of content) for radio commercials. This way, tested radio commercials can be divided into four categories, like the BCG matrix (see Figure 1).

According to test results, a radio commercial used by German supermarket realin 2003...

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