Here at the RAB the IPA’s ‘The Long and Short of It’publication has been well-thumbed in recent weeks and for good reason too. It’s essential reading for anybody working in advertising to help understand how they can get the best out of their media budget. For this blog entry I’m going to focus on just one interesting element from the 82 page report – the importance of brand response campaigns.
Whilst many of you may have been enjoying a summer holiday in the last week or so I’ve had my own fun listening to the 552 radio ads that we’ve measured on radioGAUGE since 2008 and tagging each one by the presence (or otherwise), and type of, call to action included.
This analysis revealed that 59% of the campaigns we’ve measured have contained some sort of call to action. Of these there was a clear frontrunner in terms of the most common type of direction, with 52% featuring a call for listeners to go directly to a website.