Characteristics of Radio Commercials and Their Recall Effectiveness
分析了832条广播广告的回忆测试数据，评估不同呈现特征对广告效果的影响，为广告主优化广告设计提供参考。
Although copy testing of advertisements is common, the accumulated results of such tests are rarely used to assess the relative importance of different presentation characteristics. An analysis of 832 radio commercials covering 31 product categories is presented as an example of how cumulative data may be used to develop insights that can be used to improve the effectiveness of advertising.