Brains and Brands & New research on radios effectiveness
Two new research studies on advertisement effectiveness will be presented at Radiodays Europe. Both studies - one from Great Britain and the other from Germany - are extremely interesting and giving new insights about the strengths of radio as a medium.
In a media world increasingly dominated by the internet and search engines, how do you ensure customers are specifically seeking out your brand online? A British study - 'Radio: The Online Multiplier' - suggests that an answer lies in the use of offline media, like radio.
Radio can act as a kind of turbocharger for brands which are seeking to drive customers towards their online marketing and radio is a highly efficient method of multiplying a brand*s online presence. Mark Barber, RAB UK, and Jason Brownlee, Dollywagon Media Science, will describe the unique single-source method that was developed for this study and reveal the detailed findings.
The German study will be presented by Dr Martin Scarabis, Germany, and reveals new findings about the impact of radio used as a background medium. In the study 200 persons had to work on the computer while radio was playing in the background. Afterwards they had to classify products and whether they wish to buy or not * which is a way to measure implicite reactions in the brain. The German radio study implies that that in fact radio ads can increase the purchase response although it only is used without listening directly.
