Further details from research published by the Radio Advertising Bureau (RAB) in its RadioLab survey (see Radio Ads – Three Fifths As Effective For One Seventh Of TV’s Prices, Says Study) have revealed the factors present in effective radio campaigns.
One of the most important factors identified was a high level of branding. The survey warns that this does not necessarily translate into the number of brand name mentions within a commercial, but rather the ‘feel’, content and tone of voice which links the advertisement unmistakably with a particular brand.
The importance of branding was also linked to “advertising heritage”. In other words, if a radio advertisement uses a device or style which has already been established in earlier campaigns, the link is far more likely to be made in the listeners mind.
Other mechanisms which are thought to help establish strong brand links include sonic triggers such as theme music, catchphrases and sounds such as the ‘Intel’ noise; a spokesperson whose voice is easily recognised; the tone of voice, for example, for VW, dry and understated; structure or format and ‘Power of Benefit’- presenting a proposition which is truly motivating so that consumers deliberately remember it.
Whether or not an ad is enjoyable to listen to has also been found to play a part. The report speculates that “this perhaps makes sense since the more enjoyable an ad, the more involving it is likely to be and accordingly, the more likely it is to be consigned to memory.”
The study concludes that ads which combine strong branding with likeability or enjoyment are best positioned to drive advertising awareness, whereas those which only achieve one or other attribute are less guaranteed of success. Even when the two are brought together, the study still found cases where effectiveness was not achieved. In the cases studied where this occurred, it was found that the ads scored highest in terms of having been heard by people before. Could the brands have worn out, making them less able to cut through, asked the survey? If so, a case could be made of the use of creative variation.
The full report is now available on the RAB website
RAB: 020 7306 2500
Subscribers can access the Radio database by selecting “Radio” from the drop-down box at the top of this page.
