How Words Impact Memory of Radio Ads
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The document summarizes a two-phase lab study that examined how people process radio advertisements. In phase one, undergraduates listened to radio ads with varying content and their physiological arousal was measured. Ads with less predictable language led to increased skin conductance, a sign of arousal. In phase two, another group assessed the predictability of words in cloze procedures of the ad transcripts. More unpredictable words had higher entropy scores. The results suggest that less predictable language in ad copy leads to greater listener excitement and potentially better memory of the content. In conclusion, copywriters should choose words carefully as each one can impact how the ad is processed.
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How Words Impact Memory of Radio Ads
- 1. 1
- 2. A Lab Study How people process radio advertisements
- 3. A study conducted here at IU • Providing information of interest to creatives 3
- 4. Do the words you choose as a copywriter make that big a deal? 4
- 5. People Have Better Memory for Things that are Exciting/Arousing 5
- 7. Do the words you choose as a copywriter make that big a deal? An experiment that was conducted in two phases 7
- 8. Phase 1: Measuring how people’s skin conductance reacts to radio ads • Nike Women’s Shoes • Fire Ants Pesticide • Local Motorcycle Expo • Staples Office Supplies • Wolfgang Puck Frozen Pizza • Highway Dept. Dump Trucks • Snowboard Equipment • Café Cooking Positions • Women’s Maternity Hospital
- 9. Arousal Data Collection • Those nine ads re-recorded by non- professional announcers without music, SFXs, other professional sounding stuff…only words • 55 undergrads listened and had their physiology measured
- 10. Phase 2: Measuring how PREDICTBLE the words were in the radio copy of each ad • Nike Women’s Shoes • Fire Ants Pesticide • Local Motorcycle Expo • Staples Office Supplies • Wolfgang Puck Frozen Pizza • Highway Dept. Dump Trucks • Snowboard Equipment • Café Cooking Positions • Women’s Maternity Hospital
- 11. Phase 2 was done with a research technique called a Cloze Procedure Foreign leaders, foreign cheeses, which can you name more of? When playing with your food, do you ever let it win? Are you really into food? If the answer is yes, would you like a job at the new Market? Would you like to attend cooking classes for free…
- 12. Phase 2 was done with a research technique called a Cloze Procedure Foreign leaders, foreign _____________, which can you name more of? When _____________ with your food, do you ever let _____________ win? Are you really into food? If _____________ answer is yes, would you like a _____________ at the _____________ Market? Would you like ____________ attend.
- 13. Phase 2 was done with a research technique called a Cloze Procedure Foreign leaders, _____________ cheeses, which can you name more of? When playing _____________ your food, do you ever let it _____________ ? Are you really into food? If the _____________ is yes, would you like a job _____________ the new Market? Would you like to attend .
- 14. Phase 2 was done with a research technique called a Cloze Procedure Foreign leaders, foreign _____________, which can you name more of? When _____________ with your food, do you ever let _____________ win? Are you really into food? If _____________ answer is yes, would you like a _____________ at the _____________ Market? Would you like ____________ attend.
- 15. Excerpt from Ad-1 Cloze Procedure Instrument Foreign leaders, foreign cheeses_(H = 2.20), which can you name more of? When playing_(H = 2.30) with your food, do you ever let __it_(H=2.08)___ win? Are you really into food? If ___the_(H=2.15)___ answer is yes, would you like a ___job_(H=2.78)___ at the new Market? Would you like ___to __(H=0.34)___ attend. . . The Higher the H-Score, the less predictable the word was in the ad copy
- 16. 0.2 0.15 Palm Sweat after the word increases 0.1 0.05 SCL Change 0 -0.05 -0.1 -0.15 0.0000 1.0000 2.0000 3.0000 4.0000 Content Word Entropy H-Score increases 16
- 17. So, the result of the first experiment suggests • Using creative/less-predictable words in ad copy leads to increased excitement while listening • Exciting things tend to be remembered better… • So, creatives should choose words carefully… every one matters. 17
- 18. There will be at least 2 questions from this lecture on the final exam 18