BRANDS BUILT THROUGH RADIO, SURVEY SAYS
By Adnews Staff
Radio ads can build brand image as effectively as TV ads, and at about half the price, according to a study commissioned by the Radio Marketing Bureau of Toronto. The survey, entitled Radio Image Generation and Transfer, shows that 99.3% of respondents generated at least one visual image when listening to radio ads. The study also measured brand image transfer by asking what the audio made participants think about the advertised brand. On average, 83% of the listeners visualize brands on radio, at almost the same level as TV. The Radio Image Generation and Transfer Study is the third in a series of studies commissioned by the RMB. The survey was done by ComQUEST. The first, called Advertising Avoidance was released lat fall. The second study, on Radio Advertising Recall, was released last spring.