Re: radio advertising effectiveness

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Two related articles I know of (and only have the abstracts for) are =
listed in the following citations:

Differences Between Advertising and Program Exposure for Car Radio =
Listening, Avery M. Abernathy, Journal of Advertising Research,  April-May =
1991 v31 n2 p33 (10)

Characterisitcs of Radio Commercials and their Recall Effectiveness, =
Murphy A. Sewall and Dan Sarel, Journal of Marketing, Jan 1986 v50 n1 p52 =
(8)

Personally I'd like to know if anyone's done anything more recent on the =
cost-effectiveness of radio given the increased spot load/clutter, which =
is gaining momentum in the U.S. as the era of Mel Karmazin's "there's no =
such thing as sold out; just add inventory" business philosophy takes =
hold.

>>> Jolanda van As  07/23 6:45 AM >>>
Hello everyone,
I'm doing (scientific) research on the subject: radio advertising
effectiveness. The main question is: which factors influence, in which =
way,
the effectiveness of radio commercials? There's not much research
literature available on this subject, so I wanted to ask if anyone on this
list knows a lot about it, or if someone has some good references (of
books, articles, websites or any other source). If someone has something
relevant or interesting for me, please send an email to mij address:

vanas@pscw.uva.nl=20

Thanks,

Jolanda van As=20


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• Maybe in reply to: Jolanda van As : "radio advertising effectiveness "
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