Study Shows Radio Campaigns Significantly Improves Consumer Awareness

May 7, 2014

New York -­ May 6, 2014 -­ Marketing Evolution, and Clear Channel Media and Entertainment released a study demonstrating the effectiveness of radio in building brand awareness and delivering against client goals when included as a significant part of their media campaigns.

The study measured the ROI on a new menu awareness marketing campaign for Romano's Macaroni Grill, which ran across national cable television networks and four targeted Clear Channel radio markets ­(Tampa, FL; Cleveland; Denver; and Dallas)­ from Sept. 16, 2013, through Oct. 13, 2013, targeting adults 25-54 years of age. The study showed that radio ads are extremely successful in "sonic branding" efforts and drove an actual increase in Top of Mind Awareness for Macaroni Grill -- and that TV and radio work well together when consumers are exposed to both. In addition, Marketing Evolution's research showed that combining TV and radio marketing would yield higher Top of Mind Awareness scores with no additional investment.

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