With radio on autopilot for brand success

Study series for implicit advertising impact

AS&S and Radiozentrale add brand effect to the study on the implicit advertising effect of radio / Both parts of the study prove: There is no getting around the effect of radio - even casual listening to the radio increases brand values ​​and purchase impulses significantly / Autopilots in the brain court more and focus on rewards / Findings of more fundamental, international relevance

Even if information arrives casually via radio, they are perceived, processed and solve significant changes in brand image and purchase impulses. Despite distraction or inattention increase for a spot contact the purchasing intentions by ten percent. The individual to be considered brand image have also risen on average double-digit percentage range. Using the example of Flensburg marked an increase of 13 percent. In Beer buyers of other brands, the image could be improved by as much as 20 percent. Show due to an advertising message in the radio no effects to the consumer, it is not because they do not hear, was understood or believed, but mainly on inadequate reward promise.

In addition to these findings, a series of studies on the implicit advertising effect, with which AS&S Radio and Radiozentrale, together with the decode marketing consultancy, are treading fundamentally new paths in the effectiveness research for radio. After the publication of the first part "Into the shopping basket by autopilot" in November, the study has now been supplemented with findings on the change in brand images. The basis for each are measurements of the effect of fast-moving consumer goods campaigns (food). For this purpose, a real usage situation with distraction was simulated in the studio.

On the neuropsychological background: Under distraction, time pressure, capacity bottlenecks or low involvement, the so-called autopilot in the brain takes over processing - its area of ​​responsibility includes well over 90 percent of all information processing processes and decisions. His scoring scheme is based solely on rewards. People evaluate or buy brands because of the promise of reward they contain. Reward patterns are best decoded by the autopilot when the incoming impulses are highly emotional (e.g. goosebump voices, music or soundscapes) and are precisely tailored to the target group.

This becomes particularly clear using the example of the Flensburger brewery: even a casually heard spot has a strong positive influence on the brand image. After contact with the spot, approval of the various reward features averages plus thirteen percent. The brand features can be precisely tailored to the different user target groups: For Flens buyers, the casual contact shows a strengthening of the brand image with an increase in the relevant reward features by 21 and 35 percent. Beer buyers of other brands learn from the "diversity signals" that Flensburger has more products to choose from than expected. As a result, Flensburger is perceived as larger and stronger. Increases in the relevant reward features of between 40 and 50 percent can be measured.

Radio also has an incidental effect on strengthening the brand image and anchoring new brand characteristics such as product diversity.

Ulrich Beuth, Marketing Manager Flensburger Brewery: "Our advertising not only rewards with diversity signals, but also with humor typical of Flens! Emotionally and value-related, we have long been successfully addressing 'connoisseurs' and 'performers' with our humor - an ideal clientele for our beers. Connected with the acoustic signal of the brand - our plop sound - this is the key to the limbic system for us.By the way, we don't just find our way into the consumer's ear casually, because many of our radio commercials are passed on and thus attract attention from the attentive Flens fan , as well as with his friends and acquaintances. Radio is our lead medium; it ensures that we can stage motifs for the Flensburg beers in a humorous and targeted manner particularly quickly and relatively inexpensively."

Lutz Kuckuck, Managing Director of Radiozentrale: "The advertising industry must not calculate without the brain when deciding on the medium and creation. Since the autopilot is active in more than 90 percent, the brand's success is primarily based on the reward and less on attention or sympathy So the advertiser should first of all ask himself: Who exactly do I want to address and what reward do I have for this group in contrast to the competition?"

Esther Raff, Managing Director of AS&S Radio: "Anyone who only sees a short-term boost in sales on the radio is missing the point: The study inevitably shows that radio with its emotional strength optimally courts or activates the autopilot and thus significantly increases buying impulses and the anchoring of brand images can."

Tony Hertz, top radio creative from the UK, member of this year's Cannes Lions jury and longtime creative director of McCann Erickson: "Inattentiveness is part of everyday business with the accompanying medium of radio all over the world. Anyone who concludes from this that radio advertising must attract the attention of the Loudly blackmailing listeners is now demonstrably wrong. The findings are of fundamental, international importance and show the relevance of radio. In order to be able to anchor this, we need more creative people worldwide with radio knowledge and passion."

Presentation free of charge at:

www.radiozentrale.de/site/759.0.html

Source: Berlin / Frankfurt am Main [ RADIOZENTRALE GmbH ]