We’ve all heard it—the monotone radio spot voiced by the company’s founder. And if you’re the average adult who listens to over 12 hours of radio per week, you’ve probably heard it over… and over… and over. Read More
The goal of direct response advertising is to motivate consumers to act. Metrics like cost per lead and cost per acquisition measure the effectiveness of an ad at achieving that goal.
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What can cognitive science tell us about creating effective direct response radio ads? A lot, according to Indiana University’s Dr. Rob Potter.
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