Radio advertising: Blip commercials
AbstractIn 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.
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Bibliographic InfoArticle provided by Elsevier in its journal Journal of Business Research.
Volume (Year): 65 (2012)
Issue (Month): 6 ()
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Web page: http://www.elsevier.com/locate/jbusres
Radio commercials; “Blip” ads; Message proven recall;
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