Advanced Search
MyIDEAS: Login to save this article or follow this journal

Radio advertising: Blip commercials

Contents:

Author Info

  • Allan, David
Registered author(s):

    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.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.sciencedirect.com/science/article/pii/S0148296311000130
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.

    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 65 (2012)
    Issue (Month): 6 ()
    Pages: 880-881

    as in new window
    Handle: RePEc:eee:jbrese:v:65:y:2012:i:6:p:880-881

    Contact details of provider:
    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Radio commercials; “Blip” ads; Message proven recall;

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:65:y:2012:i:6:p:880-881. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.