Here is the second part of a Radio Ad Lab project originally conducted by Gallup & Robinson (G&R) in 2007 and designed to assess how well Radio ads generate emotional responses and engage with consumers, compared to television ads.
Findings from the study reveal that in effective Radio ads, and if you don't mind my adding, Content Breaks as well:
The highest scoring and best performing ad in the study exhibited all of the above, a strong indication that Radio commercials are highly engaging to consumers when the creative process follows these patterns.
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