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Radio advertising
Ears more receptive to
advertising than eyes
By Patti Summerfiled,
Radio listeners are more accepting of
radio advertising than they are of ads on TV or the Internet,
according to a report from the Radio Ad Effectiveness Lab (RAEL)
of NYC, Personal Relevance
Two: Radio's Receptive Ad Environment.
Why?
Because the emotional connections they have to their favourite
stations extend to the ads.
Also, they consider radio ads to be more relevant to them and
the products that interest them.
In the study, RAEL delves more into the psychology of radio
advertising than the mechanics, as
it has in past years, by comparing emotional attributes,
perceptions, and receptivity to each medium.
Emotional strengths:
| |
Radio |
Internet |
TV |
Newspapers |
| Improves your mood
|
58% |
5% |
22% |
4% |
| Makes you relax
|
46% |
6% |
32% |
8% |
| Comforts you
|
43% |
7% |
27% |
5% |
| Helps you have a good
time |
43% |
11% |
36% |
2% |
| Makes you feel
motivated |
43% |
13% |
16% |
10% |
|
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