Radio Advertising

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Josefa D. Martín-santana - One of the best experts on this subject based on the ideXlab platform.

  • Journalists as Radio Advertising endorsers in news or talk Radio stations
    Journalism, 2018
    Co-Authors: Clara Muela-molina, Josefa D. Martín-santana, Eva Reinares-lara
    Abstract:

    This exploratory investigation studies the presence of journalists as Advertising endorsers in news or talk Radio stations when a mention or testimonial is embedded within programme, the characteri...

  • Using Radio Advertising to Promote Blood Donation
    Journal of Nonprofit & Public Sector Marketing, 2017
    Co-Authors: Josefa D. Martín-santana, Eva Reinares-lara, Pedro Reinares-lara
    Abstract:

    ABSTRACTThe World Health Organization states that the donation of blood by voluntary, non-remunerated blood donors is crucial for the safety and sustainability of national blood supplies and that it is necessary to use effective communication strategies to recruit them. This implies the need to understand how Advertising works. In the promotion of blood donation, Radio is an ideal channel of communication, in which the credibility of the spokesperson from the perspective of the listener is fundamental. Therefore, this paper aims to design and validate a model of Advertising effectiveness that explains blood donation through a holistic approach that considers, in addition to the different responses of individuals to Advertising (cognitive, affective, and conative) the impact of spokesperson credibility on each of these responses. Moreover, we investigate the moderating role of donation inhibitors since the response to an ad is moderated by individual differences. The sample comprised 987 regular Radio list...

  • The Effects of Accent, Differentiation, and Stigmatization on Spokesperson Credibility in Radio Advertising
    Journal of Global Marketing, 2016
    Co-Authors: Eva Reinares-lara, Josefa D. Martín-santana, Clara Muela-molina
    Abstract:

    ABSTRACTThe authors analyze how a spokesperson's accent influences his or her credibility and its dimensions in the field of Radio Advertising. Two versions of a Radio program were designed in which an ad hoc Radio spot was inserted into a commercial block (standard accent [SA] versus local accent [LA]) that was tested on a sample of 987 Radio listeners. The findings have implications for the spokesperson selection, given that the effect of accent on credibility depends on the listeners’ perception of their own accent and on accent stigmatization. Moreover, the SA obtains the highest evaluations of credibility.

  • Music in Radio Advertising: Effects on Radio spokesperson credibility and Advertising effectiveness
    Psychology of Music, 2015
    Co-Authors: Josefa D. Martín-santana, Eva Reinares-lara, Clara Muela-molina
    Abstract:

    The widespread use of music in Advertising derives from the belief among advertisers that music confers a significant commercial advantage; music has also aroused interest among researchers trying to determine its potential to add value and enhance Advertising effectiveness. So, this article analyses the influence of music and congruency with the Radio Advertising message on spokesperson’s credibility and Advertising effectiveness. We designed Radio programs in which an ad hoc Radio spot was inserted into a commercial block (no music/music) and tested them on a sample of 987 Radio listeners. The results show the potential of music in terms of Advertising effectiveness and credibility and show the need for planning to go beyond its function as to avoid silence or attract attention and to ensure its consistency with the ad message.

Clara Muela-molina - One of the best experts on this subject based on the ideXlab platform.

  • Journalists as Radio Advertising endorsers in news or talk Radio stations
    Journalism, 2018
    Co-Authors: Clara Muela-molina, Josefa D. Martín-santana, Eva Reinares-lara
    Abstract:

    This exploratory investigation studies the presence of journalists as Advertising endorsers in news or talk Radio stations when a mention or testimonial is embedded within programme, the characteri...

  • The Effects of Accent, Differentiation, and Stigmatization on Spokesperson Credibility in Radio Advertising
    Journal of Global Marketing, 2016
    Co-Authors: Eva Reinares-lara, Josefa D. Martín-santana, Clara Muela-molina
    Abstract:

    ABSTRACTThe authors analyze how a spokesperson's accent influences his or her credibility and its dimensions in the field of Radio Advertising. Two versions of a Radio program were designed in which an ad hoc Radio spot was inserted into a commercial block (standard accent [SA] versus local accent [LA]) that was tested on a sample of 987 Radio listeners. The findings have implications for the spokesperson selection, given that the effect of accent on credibility depends on the listeners’ perception of their own accent and on accent stigmatization. Moreover, the SA obtains the highest evaluations of credibility.

  • Music in Radio Advertising: Effects on Radio spokesperson credibility and Advertising effectiveness
    Psychology of Music, 2015
    Co-Authors: Josefa D. Martín-santana, Eva Reinares-lara, Clara Muela-molina
    Abstract:

    The widespread use of music in Advertising derives from the belief among advertisers that music confers a significant commercial advantage; music has also aroused interest among researchers trying to determine its potential to add value and enhance Advertising effectiveness. So, this article analyses the influence of music and congruency with the Radio Advertising message on spokesperson’s credibility and Advertising effectiveness. We designed Radio programs in which an ad hoc Radio spot was inserted into a commercial block (no music/music) and tested them on a sample of 987 Radio listeners. The results show the potential of music in terms of Advertising effectiveness and credibility and show the need for planning to go beyond its function as to avoid silence or attract attention and to ensure its consistency with the ad message.

Eva Reinares-lara - One of the best experts on this subject based on the ideXlab platform.

  • Journalists as Radio Advertising endorsers in news or talk Radio stations
    Journalism, 2018
    Co-Authors: Clara Muela-molina, Josefa D. Martín-santana, Eva Reinares-lara
    Abstract:

    This exploratory investigation studies the presence of journalists as Advertising endorsers in news or talk Radio stations when a mention or testimonial is embedded within programme, the characteri...

  • Using Radio Advertising to Promote Blood Donation
    Journal of Nonprofit & Public Sector Marketing, 2017
    Co-Authors: Josefa D. Martín-santana, Eva Reinares-lara, Pedro Reinares-lara
    Abstract:

    ABSTRACTThe World Health Organization states that the donation of blood by voluntary, non-remunerated blood donors is crucial for the safety and sustainability of national blood supplies and that it is necessary to use effective communication strategies to recruit them. This implies the need to understand how Advertising works. In the promotion of blood donation, Radio is an ideal channel of communication, in which the credibility of the spokesperson from the perspective of the listener is fundamental. Therefore, this paper aims to design and validate a model of Advertising effectiveness that explains blood donation through a holistic approach that considers, in addition to the different responses of individuals to Advertising (cognitive, affective, and conative) the impact of spokesperson credibility on each of these responses. Moreover, we investigate the moderating role of donation inhibitors since the response to an ad is moderated by individual differences. The sample comprised 987 regular Radio list...

  • The Effects of Accent, Differentiation, and Stigmatization on Spokesperson Credibility in Radio Advertising
    Journal of Global Marketing, 2016
    Co-Authors: Eva Reinares-lara, Josefa D. Martín-santana, Clara Muela-molina
    Abstract:

    ABSTRACTThe authors analyze how a spokesperson's accent influences his or her credibility and its dimensions in the field of Radio Advertising. Two versions of a Radio program were designed in which an ad hoc Radio spot was inserted into a commercial block (standard accent [SA] versus local accent [LA]) that was tested on a sample of 987 Radio listeners. The findings have implications for the spokesperson selection, given that the effect of accent on credibility depends on the listeners’ perception of their own accent and on accent stigmatization. Moreover, the SA obtains the highest evaluations of credibility.

  • Music in Radio Advertising: Effects on Radio spokesperson credibility and Advertising effectiveness
    Psychology of Music, 2015
    Co-Authors: Josefa D. Martín-santana, Eva Reinares-lara, Clara Muela-molina
    Abstract:

    The widespread use of music in Advertising derives from the belief among advertisers that music confers a significant commercial advantage; music has also aroused interest among researchers trying to determine its potential to add value and enhance Advertising effectiveness. So, this article analyses the influence of music and congruency with the Radio Advertising message on spokesperson’s credibility and Advertising effectiveness. We designed Radio programs in which an ad hoc Radio spot was inserted into a commercial block (no music/music) and tested them on a sample of 987 Radio listeners. The results show the potential of music in terms of Advertising effectiveness and credibility and show the need for planning to go beyond its function as to avoid silence or attract attention and to ensure its consistency with the ad message.

Avery M. Abernethy - One of the best experts on this subject based on the ideXlab platform.

  • Radio Advertising information strategy: differences between services and products
    Journal of Services Marketing, 1997
    Co-Authors: Avery M. Abernethy, James I. Gray, Daniel D. Butler
    Abstract:

    Discusses how basic differences between services and products may affect Advertising strategy and tactics. Examines a large number of broadcast Radio adverts to study the information strategy used in service and product advertisements. Posits that the information commonly used in adverts for services and products was found to differ sharply. Presents one rationale for these information differences using concepts from the services literature. Offers suggestions for improving broadcast Advertising effectiveness for service marketers.

  • Combinations of Creative Elements in Radio Advertising
    Journal of Current Issues & Research in Advertising, 1993
    Co-Authors: Avery M. Abernethy, James I. Gray, Herbert Jack Rotfeld
    Abstract:

    Abstract The creative strategies employed in an Advertising campaign can have a significant impact on its effectiveness. Each Advertising medium imposes certain constraints which limit the execution of a creative strategy; however, few studies have examined Radio Advertising from this perspective. This study examines several of the message elements used to build creative strategies in Radio Advertising and audits their use in a sample of ads collected from fifty hours of Radio programming.

Melanie Wakefield - One of the best experts on this subject based on the ideXlab platform.

  • Comparative responses to Radio and television anti-smoking advertisements to encourage smoking cessation
    Health promotion international, 2009
    Co-Authors: Sarah Durkin, Melanie Wakefield
    Abstract:

    While mass media campaigns have been shown to contribute to reductions in smoking prevalence, little research has been undertaken on the effectiveness of Radio Advertising as a communication medium. This is despite Radio being less expensive and having greater reach than television in some low and middle income countries. We aimed to explore the potential of Radio as an adjunct or alternative to televised campaigns by comparing reactions to a Radio anti-smoking ad with three televised anti-smoking ads, all of which communicated the serious health consequences of smoking in an emotionally evocative way. In pre-exposure interviews, 18-59-year-old daily smokers (n = 306) were asked to listen to a particular Radio time slot/watch a particular television program that they usually listened to/watched, in which the ad was broadcast. Post-exposure interviews were conducted within 3 days of exposure and measured recall, recognition, emotional and cognitive responses, and intentions to quit smoking. Findings indicate that the Radio ad showed similar or slightly higher levels than a concurrently aired television ad on understanding (Radio: 96%; television: 95%), believability (Radio: 89%; television: 90%), concern about smoking (both 77%) and motivation to quit (Radio: 51%; television: 45%), and significantly higher levels of unprompted recall (Radio: 20%; television: 6%). It also compared well against two subsequent anti-smoking television ads. Emotionally evocative Radio Advertising may be an effective adjunct or alternative to television Advertising in jurisdictions where there are substantial limits on funds available for airing these campaigns, or where the reach of Radio outstrips television.