While radio provides only sound, it can be very powerfull to build a brand image. EGTA has gathered some (worldwide) evidence arround the subject. ARD, RMS and Radiocentrale Germany have developed an experiment with a fictional chocolate brand that demonstrates the emotional power of radio and the importance of the creative elements of a radio spot.
Important remark : to understand the research “From sound to brand” you need to hear the 3 different spot versions.
DOWNLOAD THE PRESENTATIONS
THE SPEAKERS AND THE HOST
Ania Lara, Head of Radio Research at EGTA
Jan Isenbart, Chief Research Officer, ARD Media, Germany.
Thibaud De Meester, Strategy Lead, DPG Media.
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