Radio advertising effectiveness study comes to SA

“Given the current economic conditions, being able to measure and prove the effectiveness of any advertising campaign is more important now than it has even been,” states RAB GM, Norman Gibson. “It will provide the industry with a better understanding of radio advertising's impact and how to get the best out of the medium.”

The study will be conducted in South Africa by local research companies in conjunction with the UK's Dollywagon Media Sciences and Other Lines Of Enquiry - the teams responsible for the success of RadioGAUGE in the UK, with more than 90 campaigns measured in 2008.

The objectives are to create a universal effectiveness currency for radio advertising in South Africa, measure and provide benchmarks for individual radio campaigns and provide quantifiable and actionable advice to improve radio creative, where needed.

The study will measure the following:

• Listening habits
  
• Brand awareness (prompted and unprompted)
  
• Advertising recall
  
• Brand attitudes and perceptions
  
• Brand consideration
  
• The five ‘I's' of creativity (involvement, identity, impression, information and integration).
  
• Attitudes towards radio advertising

“The project has now reached a new milestone with the launch of RadioGAUGE South Africa. This venture, says Dollywagon Media Sciences' Jason Brownlee, is designed to bring the experience and benefits of one of the world's best research study to one of the most exciting and fastest growing radio markets.