Radio + Internet = Elevated Consumer Impact
This just in, as published in a MediaPost Research Brief (reg. required):
"According to research from the Radio Ad Effectiveness Lab (RAEL) released at the Radio Advertising Bureau’s (RAB) Management & Leadership Conference, recall of advertising is dramatically enhanced when a mix of Radio and Internet ads is used together compared to website ads alone.
The report demonstrated that unaided recall was four-and-a-half times higher, and aided recall was more than twice as high with consumer exposure to one radio and one Internet ad compared to two Internet ads alone. Furthermore, the report states that a mix of radio and Internet exposures revealed a clear potential to elevate other kinds of consumer impact, ranging from website visitation to emotional bonds."
It is duly noted that the radio industry conducted this research, so the results might err a bit in their favor. However, the point is in the recipe of the media mix ( 1 part radio, 2 parts Internet, and a dash of print, etc.). What will most impact your specific market now, and how will that continue to shift and evolve over time?
