Radio effectiveness. Results from a neuromarketing research. Andrea Ciceri
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1 Radio effectiveness Results from a neuromarketing research Andrea Ciceri
2 Reason leads to the thought, emotion leads to action D. Calne (neurologist) ON ADVERTISING EMOTIONS HAVE A STRONG INFLUENCE CATCH ATTENTION (ADAVAL, 2001) INCREASE MEMORY (BRADLEY ET AL., 1982; BOLLS ET AL., 2001; LANG ET AL., 1996; REVELLE, & LOFTUS, 1992) CHANGE ATTITUDES AND BEHAVIOUR (HAYMAN, & MALENKA, 2001) PERSUADE (GRESHAM, & SHIMP, 1985; HAZLETT, & HAZLETT, 1999) ENTERTAIN (ZILLMAN, 1991)
3 HOW TO STUDY EMOTIONS? THE PROBLEM WITH MARKET RESEARCH IS THAT PEOPLE DON T THINK HOW THEY FEEL, THEY DON T SAY WHAT THEY THINK AND THEY DON T DO WHAT THEY SAY (DAVID OGILVY,1963) TRADITIONAL RESEARCH ABLE TO COLLECT JUST THE RATIONAL SIDE OF CONSUMPTIONS ASPECTS (INTRODUCTING BIASES) NEUROMARKETING RESEARCH ABLE TO COLLECT OBJECTIVELY THE EMOTIONAL SIDE OF CONSUMPTIONS
4 HOW TO STUDY EMOTIONS? Neuromarketing approach GALVANIC SKIN RESPONSE (GSR) FOR THE MEASURE OF SWEATING SKIN CAUSED BY AN EMOTIONAL STIMULUS = EMOTIONAL IMPACT EYE-TRACKING (FIXED OR PORTABLE) FOR THE MEASURE OF FIXATION AND VISUAL PATTERN= ATTENTION GLOBAL AND MORE DETAILED VIEW ELECTROENCEPHALOGRAPHY (EEG) FOR THE DETECTION OF ELECTRIC BRAIN SIGNALS = COGNITIVE INTEREST (APPROACH) + INTERVIEW = RATIONAL ASPECT (MEMORIZATION, ATTITUDES )
5 RESEARCH STUDY
6 RESEARCH METHOD MAIN AIM: EXPLORE THE ROLE OF RADIO - WHEN USED ALONE - WHEN USED IN COMBINATION WITH OTHER MEDIA SAMPLE: 72 SBJ MEDIA: WEB+RADIO+TV METHOD:
7 RESEARCH METHOD RESEARCH GROUPS 1. RADIO (16 SBJS) 2. RADIO + TV (BALANCED ORDER) (16 SBJS) 3. RADIO + WEB (BALANCED ORDER) (16 SBJS) 4. RADIO + TV + WEB (BALANCED ORDER) (24 SBJS) RESEARCH PROTOCOL
8 RESEARCH METHOD SPOT TARGET - DIFFERENT PRODUCTS - DIFFERENT CREATIVE STRATEGIES
9 RESULTS
10 RESULTS RADIO EFFECT ON TV
11 RADIO + TV TV ONLY RESULTS BE PRELIMINARY EXPOSED TO RADIO SPOT INCREASE THE ATTENTION TO THE BRAND IN THE TV SPOT. BRAND WATCHED 40% OF TOTAL EXPOSURE TIME % BRAND WATCHED 65% OF TOTAL EXPOSURE TIME
12 RESULTS BE PRELIMINARY EXPOSED TO RADIO SPOT INCREASE THE COGNITIVE INTEREST (APPROACH) TO THE SPOT VIEWED VIA TV (IN PARTICULAR ON THE END, WHEN THE CTA ARRIVES)... 1,0 0,9 0,8 0,7 0,6 0,5 0,4 0,3 0,2 0,1 0,0 SPOT TV SPOT TV VIEWED AFTER RADIO
13 RESULTS 1 BE PRELIMINARY EXPOSED TO RADIO SPOT INCREASE THE EMOTIONAL IMPACT (SKIN CONDUCTANCE) OF ADVERTISING VIEWED VIA TV 0,75 0,5 0,25 0 Spot TV Spot TV viewed after radio
14 RESULTS RADIO EFFECT ON WEB
15 RADIO + WEB WEB ONLY RESULTS BE PRELIMINARY EXPOSED TO RADIO SPOT INCREASE THE ATTENTION TO THE BRAND ON WEB PAGE + 28,6 %
16 RADIO + WEB WEB ONLY RESULTS MORE ATTENTION ON TESTIMONIAL MORE ATTENTION ON BRAND AND CTA
17 RESULTS 1 BE PRELIMINARY EXPOSED TO RADIO SPOT INCREASE THE COGNITIVE INTEREST (APPROACH) TO THE BRAND IN THE WEB BANNER 0,75 0,5 0,25 0 Banner Web Banner Web Post Radio
18 RESULTS BE PRELIMINARY EXPOSED TO RADIO SPOT INCREASE THE EMOTIONAL IMPACT (SKIN CONDUCTANCE) OF ADVERTISING VIEWED VIA WEB 1 0,75 0,5 0,25 0 Banner Web Banner Web Post Radio
19 CONCLUSIONS The three medium have different features that makes them collateral An integrated strategy, (using the three medium), allow to reach in more effective way the advertising objectives The inclusion of the Radio in the media mix enlarge the attention to the spot promoted via web and tv, increasing the global effectiveness of advertising strategy
20 RADIO FEATURES «Sound and music can influence consumers even without requiring their attention. Between radio stimulation and unconscious emotional associations there is a strong connection that makes audio a powerful vehicle for storing brands in the mind of the consumer (Bradley Vines, director of Nielsen Consumer Neuroscience) Radio advertising: greater understanding, credibility, memorization and motivation than the average of other media (Durkin, & Wakefield, 2010) The radio spots, generating emotions more positive than the spots presented in other media, have been better remembered by the subjects (Peacock, J., Purvis, S., & Hazlett, R.L. 2011)
21 RadioCompass A research project created to support the radio market Elena Nigra
22 RadioCompass The players and objectives of the project we represents 100% of national radio audience market share plus a network of 5 local broadcaster and over 100% of national radio advertising market share the purpose of RadioCompass is to demonstrate the power of radio through research and data analysis source: RadioMonitor public and private broadcasters audience data; Nielsen investments data
23 RadioCompass a project that is getting bigger and bigger 16/22 Gennaio /7 Maggio /26 Maggio 2017
24 the story of RadioCompass we proved that RADIO reach medium innovative brand awarness push direct market efficient habitu al light tv & heavy web consumer journey among people increase sales healthy medium advance d target effective ROI WORKS
25 RadioCompass 2017 some numbers 2 big event in Milan and Rome dedicated to our radio 800 CUSTOMERS & MEDIA AGENCIES 48 PRESS RELEASES FACEBOOK LIVE VIEWS
26 Rai Pubblicità & RadioCompass 2017 some numbers in Rai Pubblicità we love emphasise the power of the radio especially the power of radio in the media mix
27 RadioCompass 2017 why talking about radio is important Advertising investments January/November 2017 vs (%) radio investments radio advertising investments +6% vs % vs 2015 total investments 0 source: Nielsen with search and social estimate and Fcp, January_November
28 THANK YOU For more details
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