Substituting radio ads for TV ads can significantly boost brand recall among consumers, a study commissioned by the Radio Ad Effectiveness Lab says.

In the study, titled “The Benefits of Synergy: Moving Money into Radio,” about 400 respondents were asked to review five major advertising campaigns–represented by a fast food chain, over-the-counter allergy medicine, a cell phone service provider, a credit card, and an auto brand–within a matrix of TV radio and newspapers in various combinations and substitutions.

Kind of a ‘duh’ report, but good to read and reinforce common practices.