Dear Businesses, What do your customers consider important elements of your advertising message?


In a recent study, discussed in an interview with Westwood One, research company Local Ad Recall quantifies the impact of advertising on radio stations and measures what advertiser attributes are important to your listeners. After fielding 27 local ad recall studies with 8,377 consumers, we have uncovered powerful insights about the power of local radio advertising and strategies to create effective ads that can be replicated on a national scale.

The Key Takeaways were as follows:

Build brand awareness to cultivate a reputation

Use AM/FM radio to build unaided awareness 

Devote more ad time to brand building, less to price or item 

Find out what matters to consumers and tailor copy accordingly 

Have real people tell their story about your brand 

Use radio personality endorsements to develop listener trust

Westwood One


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