Episode 5
放送局はどうすればラジオ広告を消費者の記憶に残りやすく、インパクトのあるものにできるのか？神経科学がその方法である。
Audio has a special intimacy with listeners and taps into certain reward centers in our brain – areas which can be studied with neuroscience, which has historically focused mainly on visual (TV) ads. Nowadays, with radio front and center again in the media mix among large advertisers, the same scrutiny around how to make effective ads which has been commonplace in TV for years, is now being applied to audio and radio. This episode welcomes Dr. Bradley Vines from Nielsen’s Neuroscience division to discuss best practices for making great radio commercials, the importance of sonic branding and the role of music in the creative toolbox.
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