When a Las Vegas small business owner advertises on a local radio station, the first words determine if consumers will pay attention. The article "Be Heard: The #1 Job of Commercials on Las Vegas Radio" discusses this topic in-depth.
When it comes time to buy, however, getting in the final word can be equally important. Advertising on Las Vegas radio is often the last voice a customer hears before making a purchase in-store or online.
Being the last voice serves as a potent reminder to consumers that a business or product exists. Especially since our brains make things very easy to forget. Science says it's so.