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The purpose of the Radio Recall technique is to provide a relative measure of the effectiveness of a radio commercial in a "near normal" listening situation. We measure, within a stable environment, the impact, communication and persuasion effectiveness of a commercial against the strategic objectives of the advertising campaign, as compared with existing normative data. Our extensive data base of over 7,500 commercials supports norms by most product categories, by demographics and by commercial length. Our examination of a commercial provides benchmarks for awareness, communication, comprehension, attitude profile and persuasion.
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