One of the "3 Rs" of successful advertising is Recall. To be effective, a potential customer must be able to recall a business or product when it comes time to make a purchase. No recall equals no sale.
A recent study conducted by Nielsen shows how advertising recall affects the auto industry. This study can provide important insights to any Maine small business owner who sells expensive goods or services. The key premises provided by Nielsen will also lead to the conclusion that advertising on Portland radio is the most effective way to produce the recall necessary to drive sales.
According to Nielsen's Auto Marketing Report 2018, "when it comes to automotive brand building, quality of awareness is more important than quantity. Brands with high unaided awareness—that is, brands that are more top-of-mind—have a serious edge over all others before the consumer ever sets foot inside a dealership."
So, in the Nielsen study, only 23% of people who could recall an auto company's brand message accounted for 90% of everyone who intended to purchase that brand. This is 10-times the purchase intent of those people who needed prompting to recall a brand message.
This is where advertising Portland radio comes in.Read More