Radio commercials, according to British sociologists of memorability is not much behind the television. Effectiveness minute radiospota is about 75 percent efficiency standard 30-second . Though the price of radio advertising is 5-6 times less than the price of television advertising. Research conducted at Northwestern University, show that people find it easier to convince of the merits of a new product, if you do it with words. He named Like more and more they are willing to buy it, than in cases where the verbal treatment are accompanied by pictures.
It seems that anything else is not supported by a verbal message is capable of creating far more people strong positive feeling for the goods. This effect is due to physiological characteristics of perception. Ear reacts faster than the eye. Repeated testing shows that the brain is able to perceive the spoken word for 140 milliseconds, and for understanding the printed word requires 180 milliseconds. Psychologists believe that a difference of 40 milliseconds is spent on the brain is to translate the visual image in the hearing, which the brain can absorb.
We do not we only heard more quickly than we see, our auditory perception lasts longer than the visual. Visual image – a picture or printed word – fades in less than 1 second, if our brain is not making a special effort to memory effect seen. Auditory perception also lasts 45 times longer. Therefore, listen to a message – is more effective than reading.