Radio advertising: Blip commercials

In a comparison of the separate effectiveness of a 2-second radio commercial and a 60-second radio commercial for the same well-known product, a 60-second commercial was significantly more effective than the 2-second commercial in generating unaided proven recall of the brand message. However, the combination of the 2-second commercial preceding the 60-second commercial was significantly and greatly more effective than the 60-second commercial alone. These results need to be replicated for generality, but they look promising for the use of radio blip ads as a prime for the full-length radio commercial.