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Direct Response Marketing

Exposure to Radio Ad Campaigns Breeds Engagement

22 Nov, 2011 By: Jackie Jones

COLUMBUS, Ohio – Consumers who are exposed to radio advertising campaigns are more likely to demonstrate higher levels of engagement with brands throughout all points of purchase, according to the latest study by Ipsos OTX MediaCT and Katz Marketing Solutions.

Consumers’ exposure to radio ads generated a lift at all purchase stages, defined by the study as awareness, familiarity, affinity, purchase consideration and recommendation across a variety of industries, including movies, financial services, retail, consumer durables and fast food.

“While many people see radio primarily as a way of communicating a wealth of information about a brand, these study results show the importance of connecting at an emotional level with consumers,” the study said. “The strength of emotional response to each ad used in the campaigns was measured using Ipsos’ proprietary measure. Stronger campaigns used ads with greater emotional power. This finding throws a challenge to creatives developing radio spots to generate ideas and content for ads that go beyond information and connect with consumer.”

Overall impact did vary based on the perceived likeability of the spot, the survey found. More “likeable” commercials had about twice the impact across most creative merits, the report said, compared with the least liked spots.

According to the survey, the most successful radio campaigns to increase consumer engagement include the following criteria:

• Talk to the consumer rather than at

• Mirroring TV provides powerful imagery transfer

• Consistency between TV and radio commercials

• Get to the point quickly

• Likeability is key to aided and unaided recall

• Don’t rush commercial tags

• Commercial blandness is ineffective

• Vary pace and intonation

• Normal speaking voice

• Audio signatures and sound bites are powerful

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