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Radio advertising: Blip commercials

Author

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  • Allan, David

Abstract

In 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.

Suggested Citation

  • Allan, David, 2012. "Radio advertising: Blip commercials," Journal of Business Research, Elsevier, vol. 65(6), pages 880-881.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:6:p:880-881
    DOI: 10.1016/j.jbusres.2011.01.011
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