RAB Releases First Creative Multiplier Results
The RAB has released the results from the first instance of an advertiser using the Creative Multiplier research programme to measure the specific effect of radio within a multi-media campaign.
Toyota used the two components of the programme to improve and measure the radio element of the new Corolla launch in January. This was the first occasion that the car manufacturer had used radio as part of a launch campaign.
Mark Hall, Toyota’s general manager of communications, said: “Through the funding of the Creative Multiplier, the commercial radio industry has provided us with specific understanding of radio’s contribution within a multi-media campaign for Toyota. We also learnt some valuable pointers for improving the way we engage and involve the listener.”
Two key findings uncovered by the research were a sharp increase in awareness amongst those exposed to both the TV and radio and the discovery that people who heard the radio ads generally liked them, and sucessfully linke them to the Corolla brand. The Corolla ads beat the mean scores on the measures established in the original Radio Multiplier Study, suggesting that specialist creative input was a valuable additional resource.
RAB: 020 7306 2500 www.rab.co.uk
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