The nag - repetitiveness - effect of radio

[icernet-admin at listserv.cddc.vt.edu]

Most other media could do the same thing. But it does get a little tedious
to propel people to dig into their homes and find something to give away.
While print is a powerful medium and has the capability to crystallise or
change public opinion, it could be difficult to mobilise a quick response to
something like this. Television could make an emotional appeal but the cost
of doing so would be enormous. Besides, with the wide footprint that
television has, collecting donations and gifts could present a logistical
nightmare. Radio presents the ideal solution for a situation of this kind.
It can - all day long - remind people that they need to dig into their
cupboards and look for those toys, clothes and blankets to give away. It's
repetitiveness - call it nag power - can be compelling. Nag power is a
unique attribute of radio. It is the medium's dhobi mark. A nag any other
place would have been quite irritating. But on radio, it just becomes a
convenient - even welcome - reminder.

Source:
http://www.business-standard.com/ice/story.asp?Menu=8&story=30977