Heavy radio listeners talk more about advertised brands and wield more clout among consumers than heavy users of TV and the internet, making them a highly attractive target for advertisers. So says a new study that looks at radio’s strength as a social medium that sparks brand conversations.
Like so many Sir Galahads on the quest for the Holy Grail, businesspeople continue to search with near-religious ardor for "the perfect ad campaign." And many, when they have found it, learn that it's not enough.
One of the greatest myths in marketing is the belief that advertising, by itself, is able to drive steady traffic into a business. This perception is supremely evident when a businessperson looks at an ad professional and says, "My only problem is traffic. If I had more traffic I'd sell more customers. Traffic is your department. Bring me customers. Now."
What makes good ads fail?
The length of the "ramping up period" an ad campaign will require before you begin to see results is determined by the following factors, listed in descending order of their importance:
1. Product Purchase Cycle
2. Share of Voice
3. Impact Quotient of message
4. Media delivery vehicle...