Radio advertising: Blip commercials

David Allan

Journal of Business Research, 2012, vol. 65, issue 6, 880-881

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.

Keywords: Radio commercials; “Blip” ads; Message proven recall (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:6:p:880-881

DOI: 10.1016/j.jbusres.2011.01.011

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