2. Harnessing the power of Radio to drive response Best practice Radio creative

3. Exploit CONSISTENT AUDIO brand cues Source: Turning Art into Science/radioGAUGE Measure = % difference in usage in most effective ads vs least effective

4. Use MUSIC CONSISTENTLY for brand Ad likeability Tactical Ad familiarity Tactical How music affects familiarity and likeability Source: 'Strike a Chord’ Radiocentre with Push London & Goldsmiths University

5. For driving an online response think CLARITY Source: The Online Multiplier Simplicity Precise details like Ts&Cs can often be left to the online part of the customer interaction, allowing the radio ad to focus on benefits of finding out more. Strong link to brand Having clear branding is crucial in all advertising, but especially important when seeking to influence web browsing behaviour in favour of the brand. Clear web direction Top performing ads included web locations which customers would find naturally without having to remember special addresses

6. URL format can impact results URL formatAverage uplift in brand browsing No. campaigns CONVENTIONAL e.g brandname.co.uk 55%18 FORWARD SLASH e.g brandname.co.uk/offers 49%4 VANITY e.g adstrapline.co.uk 0%1 Source: The Online Multiplier ( Based on average uplifts in brand browsing across the 23 campaigns measured)

7. Examples of best practice response creativity The desired response becomes a part of the brands tag line. ‘Tap the app for that mini fist pump feeling’ Creative clearly details the benefits of using the AA app for the customer Great use of music to in bed the phone number into the memory of listeners Strong link to the brand with a clear call to action to visit the website