Enticing radio advertising

Radio promotion shows an effect on consumers

Good news for non-food merchandising companies: the use of radio advertising measures effectively nudges consumers in the direction of the point of sale. Radio advertising is particularly effective in consumers who do not yet count among a company’s customers. This has just been demonstrated in a survey conducted by the GfK (Gesellschaft für Konsumforschung) and RMS (Radio Marketing Service). The marketing specialists investigated the influence of the nationwide radio campaign of a department-store chain on the purchasing behaviour of 2,736 households. Among noncustomers, the advertising measure produced a rise in the purchase share of eight percent, among occasional customers a rise of 5.1 percent, and among regular customers one still as high as 3.7 percent. Incidentally, socoto can be used to give existing radio campaigns an individualized allonge (naming the dealer) in a simple manner – making them all the more effective.