“The Theater of the Mind”: The Effect of Radio Exposure on TV Advertising

Vincenzo Russo, Riccardo Valesi, Anna Gallo, Rita Laureanti and Margherita Zito
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Vincenzo Russo: Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, 20143 Milan, Italy
Riccardo Valesi: Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, 20143 Milan, Italy
Anna Gallo: Behavior and Brain Lab IULM—Neuromarketing Research Center, Università IULM, 20143 Milan, Italy
Rita Laureanti: Department of Electronics, Information and Bioengineering (DEIB), Politecnico di Milano, 20121 Milan, Italy
Margherita Zito: Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, 20143 Milan, Italy

Social Sciences, 2020, vol. 9, issue 7, 1-22

Abstract: Contemporary society requires communication strategies that integrate different media channels in order to improve advertising performance. Currently, there are not many scientific research studies of the various mass media, comparing the results of audiovisual advertising to purely audio or visual messages aimed at detecting the best combination of media, especially from a neurophysiological perspective. This study aims to investigate the effects of previous exposure to an advertisement via radio on the consumers’ response to the same advertisement shown on television (TV) or as a banner on a website. A total of seventy participants in a between-subjects experiment watched several television commercials during the advertising break of a documentary or saw some banners during a web surfing task. Half were first exposed to the same advertisements via radio. The results have shown that participants who previously listened to the radio advertisements spent a longer time looking at the brand and had a higher engagement when watching the same advertisements on television. Moreover, they had a different kind of visual attention to the website banners. This pattern of results indicates the effect of mere exposure—that is, the exposure to a radio advertisement enhances the effectiveness of the same advertisement via television or web, offering useful insights for media planning campaigns. Even if mere exposure has been extensively studied, cross-media research is scarcely explored, whereas this study detected the effects of mere exposure in a cross-media communication strategy, showing that it can be measured through psychophysiological methods.

Keywords: advertising; media effects; mere exposure; neurophysiology; effects of emotions (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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