One of the unique advantages of radio advertising is the ability to leverage the power of audio. Audio can win the battle of the mind in ways that other media can’t. In this article, we take a look at the effect of audio on recall and how you can put it to work in your advertising.
Audio has an impact on our bodies, thoughts, and actions. For example, music can affect our mood. Lively music perks us up, while a tune in a minor key can make us feel melancholy. Over time, the mind associates certain songs or jingles with movies, events, or products. We’ve all had the experience of hearing a song that seems to transport us back to a time and place we associate with it.
In addition, the effect of audio on the mind is different from that of video. The act of listening triggers a range of activities in the brain that are associated with increased attention and strongly linked to memory. One of the reasons radio ads are so effective is because of the memory triggers involved with audio, making radio a powerful marketing tool for building brand awareness.
Another important aspect of audio is the role it can play in telling the story of your brand. People may forget your claims — “We have the largest selection of carpet in the area!” — but they will remember your story. Storytelling is an effective way to get people to pay attention and remember you. Using words that appeal to the senses or emotions has an impact on listeners that makes your ad both compelling and memorable.
The impact of audio on brand communication is significant. Audio triggers activities in the mind that have a powerful effect on the memorability of your ad. When people remember your ad, you’re building brand awareness that can have a positive impact on your company’s bottom line.