"Engaging Emotions Through Effective Radio Ads" is the second part of a Radio Ad Lab project originally conducted by Gallup & Robinson (G&R) in 2007 and designed to assess how well Radio ads generate emotional responses and engage with consumers, compared to television ads.
Findings from the study reveal that in effective Radio ads:
- Strong beginnings make a difference. An involving point of entry distinguishes some of the most successful Radio ads.
- Word selection matters. Words that are sensory-laden, emotional, or empowering have a demonstrable impact on the emotional reactions of consumers.
- Audio can be powerful. Audio can generate stronger emotions than visuals, especially when the tonality in the ad is used effectively.
- Brand mentions have an impact. The best Radio ads mention the advertiser's brand multiple times, strategically placed to correlate with moments of high consumer engagement.