Radio = The Original "Word Of Mouth Adevrtising"

Consumers Trust Each Other More Than Advertising
The "2005 Consumer-Generated Media (CGM) and Engagement Study" a new study of consumer behavior by Intelliseek Inc., reports that consumers are 50 percent more likely to be influenced by word-of-mouth recommendations from their peers than by radio/TV ads. Consumer trust toward traditional advertising is being challenged by growing confidence in consumer-generated-media (CGM), and the recommendations of other consumers.

Study highlights:
- Word-of-mouth behavior among "familiars" trumps all forms of advertising and is more trusted than news or "expert commentary."

- Positive word-of-mouth from a personal acquaintance carries just as much impact as negative word-of-mouth.