Listen and pay attention

Nicole Engels and Bas de Vos

This paper describes the development of a new research method that defines the qualitative processing of radio ads in quantitative terms.

Listen And Pay Attention

Measuring ad effectiveness by quantitative comparison of qualitative dimensions

Nicole EngelsandBas de VosSter

Introduction

Most research on radio effectiveness focuses only on campaign reach and sales effects. Although this is relevant research, it lacks information on the very the basis of effectiveness: the radio advertisement itself and the way in which the audience processes its message.

Last year, Ster, in collaboration with NIPO/Veldkamp, designed a new method for the measurement of the processing of radio advertisements by audiences. This research yields learnings on specific brands and the way members of the audience process...

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