sociology has produced general studies about the percentage of the
audience who actually pay attention to a audible or visual messages.
The study showed
the difference between hearing a message amongst a constant flow
of music drowned in a noisy environment -like a pub or a shop- and
listening to the same message within an interesting programme in
a quiet environment.
The first case
has a low efficiency, made worse if the music is constant like a
juke-box or a muzak ambiance.
This is why
sponsors' messages should be different, humorous, etc. to attract
attention and stand out.
Of course, there
is no reason why an independent radio should be expected to provide
a free "muzak or juke-box" service to bars, restaurants
and shops. Having said that, RSA will be delighted to bring its
different programmes to all in the area, for the benefit of the
customers who we hope are part of our discerning audience.