Radio Ad Lab Study Defines Essentials For Good Radio Ads
August 15, 2008 at 5:45 AM (PT)
The second part of a RADIO AD LAB study defines what the group calls the "key elements essential for delivering engaging Radio advertisements." The study says that for effective radio ads, "strong beginnings make a difference," "word selection matters," "audio can generate stronger emotions than visuals," and "the best Radio ads mention the advertiser’s brand multiple times." The study, conducted by GALLUP AND ROBINSON, showed that the highest scoring ad followed all four of the criteria.
"These findings reveal how creative campaigns work in Radio to engage our clients' customers," said RADIO AD LAB Committee member and STARCOM MEDIAVEST GROUP SVP, Director, Research HELEN KATZ. "This approach to measuring emotional engagement gives us new insights on the creative-Radio paradigm."
"Audio creative is a tough assignment and often does not garner the attention it deserves," added RAB President and CEO JEFF HALEY, and Co-Chair of the RADIO AD LAB. "Strengthening Radio creative is one of the chief goals of this latest research, and we will continue finding and sharing ways this medium is used best."
See the study, "Engaging Emotions Through Effective Radio Ads," at RadioAdLab.org.