Radio Ad Lab

Engaging Emotions Through Effective Radio Ads

"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.

Radio and the Internet: Powerful Complements for Advertisers

The Radio Ad Lab conducted a series of research projects under the umbrella theme, "Radio and the Consumer's Mind: How Radio Works." The goal was to continue learning both how Radio advertising affects consumers differently and how it works synergistically with other forms of media. The paper, "Radio and the Internet: Powerful Complements for Advertisers," includes an Internet-based experiment conducted by Harris Interactive. This test adds to knowledge from other research to provide an overview of how Radio and the Internet works well together as ad vehicles.


Personal Relevance, Personal Connections

This project was our first primary research study, on how consumer perceptions of radio advertising differ from those of television and newspaper advertising (sometimes referred to as The Wirthlin Study).


Personal Relevance II

The Radio Ad Lab has begun a new series of research projects under the umbrella theme, "Radio and the Consumer's Mind: How Radio Works." The goal is to continue learning how radio advertising affects consumers differently than other forms of marketing. This new study, "Personal Relevance Two: Radio's Receptive Ad Environment", resulted from a high-quality telephone survey conducted by Harris Interactive. It expands upon the work begun with our very first research project, and our most important overall conclusion is this: Our new study suggests that radio listeners are especially receptive to advertising.


Radio's ROI Advantage

In this third major study from the Radio Ad Lab, our largest project to date, we address the core issue of advertising-Return on Investment. The results confirm our prior theories: Radio's ROI in this test was 49% higher than we observed for television. When compared to our partner advertisers' historical TV ROI averages, Radio's ROI is approximately 17% higher than television.


Synergy Study

In this second major study from the Radio Ad Lab, we compared the effects of two television ad exposures to the effects of one television ad combined with two Radio exposures. We also did the same thing with newspapers -- comparing two newspaper exposures to one newspaper ad plus two radio exposures.


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