Abstract:

This paper describes the development of a new research method that defines the qualitative processing of radio ads in quantitative terms. The authors conducted the research to learn more about how ads are processed by the audience, in addition to the knowledge on general campaign effectiveness of radio already available. By looking into the qualitative dimensions of radio advertisements, it is now possible to advise advertisers on the specific communication for their brand, and at the same time obtain more general learnings on the processing and effectiveness of radio advertisements.