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The Radio Brain -- Part II

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(12/15/2013 7:56:37 AM)   Flag as inappropriate content
In fairness to Merv, I should answer his posted question.

Indeed, our brains have the capacity to do a number of things at the same time - so long as they are not related. As he knows, that's about Unconscious Competence.

That's how a brain surgeon can poke around somebody's skull at the same time as she is planning her golf vacation.
That people can do that sort of thing only points to the complexity of our processing capacities - something about which radio has never, ever taken into consideration or allowed for in planning programming and commercial generation.

Although, it is the case where many on-air "Personalities" are taking this aspect of the medium and applying it. I suspect intuitively rather than because of any pre-planning.

- Ronald T. Robinson
(12/14/2013 9:56:04 PM)   Flag as inappropriate content
Merv..Merv... and Merv. :)
Nowhere in my comments have I suggested that a person had any immediate, conscious choices about how their brains were accessing, processing, collating or regurgitating information garnered from electronic media. (Or any other, for that matter.)

I like the proposition - postulated by somebody a lot smarter than me - that since humans have not had the time to evolve better, more appropriate strategies to respond to electronic signals, we could be, in a way, at the mercy of those who provide the content of these media.

That's not even paranoia - it seems to me to be a reasonable consideration given "electronic signals" have been around for only a few generations. (Although, the principle does seem to hold when considering Rush, Hannity, Beck or any other ranting, emotional broadcast religionist.) That's real Influence.

- Ronald T. Robinson
(12/14/2013 8:12:12 PM)   Flag as inappropriate content

And you were doing so well.

Do you really think that the subject has any control over the brain's splendid filing/retention function?

Have you never driven down the road on autopilot while thinking of other things, nicely obeying all traffic laws? Have you never wondered how this is even possible?

- Merv
(12/14/2013 4:28:15 PM)   Flag as inappropriate content
Although I will address this in another article, I think it important to point out that The Radio Brain does not file away mundane and innocuous (to the listener) information for recall at another time.
What it does do - to use a computer analogy - is default this info to the Trash.

The Radio Brain gloms on to the informational elements that have emotional and/or sensory components.

There are, after all, valid reasons that so many advertisers will spend fortunes in production to develop an emotional state in the viewer/listener. They will take up to 26 seconds of a 30-second spot in order to deliver the brand/product/service only in the last few seconds.

If the strategy didn't work to move product, they would have dropped the practice decades ago.

We (radio), particularly at the local level, can't/won't/aren't allowed to do that.

- Ronald T. Robinson
(12/13/2013 6:11:54 PM)   Flag as inappropriate content
Quite so, Merv. Picking off the "low hanging fruit" is only relatively easier - and lucky for us (radio)!

The requirement for advertisers to develop ongoing campaigns with appropriate - supplied by us - messaging is tantamount to a critical need. That is, if we wish to develop and prepare an audience of consumers to do business at some time with our clients.

Likewise for the general programming portion of the broadcast day.

And thanks for your quality input, as well.

- Ronald T. Robinson
(12/13/2013 5:58:02 PM)   Flag as inappropriate content

Your entire premise of "attractive" radio commercials is 100% correct as it relates to the conscious-mind portion of the human brain. These ads will engage those listeners who happen to have an active, predisposed want or need for the item offered. If the 'how to respond' pertinent data is offered within the commercial body, results may occur. Future business for the client requires a different strategy, one that employs "plants" for tomorrow's customers.

- Merv
(12/13/2013 5:10:16 PM)   Flag as inappropriate content
Unlike a computer that will store information without remorse or caring, our brains are more easily triggered for behaviors when emotions are applied.

Our (radio's) missed opportunity lies in how we deliver, essentially and most often, content-heavy (price/product) information without involving the emotional properties - not only of brains, but, specifically, the sub-dominant hemisphere - The Radio rain.

- Ronald T. Robinson

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