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The ideal research method is to monitor advertising activity on a continuous basis, since this allows movements in advertising response to be compared directly to current advertising activity. Often, however, continuous radio research is impractical on grounds of cost unless it forms part of ongoing advertising tracking.

Typically, radio research is conducted in two stages - a pre-campaign and a post campaign study.

T The pre-campaign study should be conducted as close to the start of the radio campaign as possible - preferably during the week immediately preceding the radio campaign. This will establish the base levels of whatever is being measured (eg brand awareness).

T The post campaign study should be conducted as soon as possible after the radio campaign has ended - ideally during the first week after the campaign has come off air.

In some instances one considers conducting more than two stages of research. For example, it might be worth slotting in an additional research phase during a particularly long advertising campaign or sponsorship. Similarly, having done the post-research, consider adding an additional stage of research some weeks after a campaign has ended in order, say, to track decay in brand awareness.

5) The research sample and sample sizes

Sample Sizes

Generally speaking, the larger the sample the better. However at some point, the cost of an increased sample size becomes cost prohibitive and contributes little extra to statistical robustness.

6) Method and questionnaire

Telephone research is often used for assessing the effect of radio campaigns: the method is adaptable and can often be cheaper than face-to-face interviewing. Radio ads can successfully be played down the phone to respondents.

Face-to-face interviewing may also be preferable if respondents need to be shown visual ad material such as stills from TV ads.

Commercial recognition is a valuable technique - i.e. playing the radio ads to consumers - as this is the best “memory jogger” of all. It also delivers a larger sample of people who are identifiable as having definitely heard the campaign: this is useful when analyzing them for their attitudes to the brand.

When playing the radio commercials in order to measure commercial recognition, two different approaches can be taken: blind or branded.

T Blind By bleeping out all brand references in each execution and asking whether the commercial has been heard before and then asking for the brand name, it is possible to see whether creative treatment has successfully linked the message to the brand.

T Branded - this allows prompting for brand-specific data, (e.g. attitudes to the advertising/feelings about the proposition), whilst giving a true measure of ad recognition.

A fairly straightforward questionnaire will take around 10-15 minutes to run through - much longer and respondents will beg本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。