A well-crafted radio or tv marketing campaign can be an effective way to announce a new product or service to a large audience or build a brand. TV and radio marketing campaigns lend themselves to entertaining approaches and creative storytelling. This page provides research about successfully using radio and tv marketing to build a brand or advertise to a global audience.

TV/Radio Research and Case Studies

Datesort descending Title Document Source Publication Marketing Channel
3/2012 How Much Is Too Much? The Collective Impact of Repetition and Position In Multi-Segment Sports Broadcast Research Journal of Advertising Research TV / Radio
4/2012 TurboTax Tries Direct Response Television… Again Research International Journal of Integrated Marketing Communications TV / Radio
5/2012 To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance Research GfK-Marketing Intelligence Review TV / Radio
6/2012 Lifting the Productivity of TV Advertising Research Journal of Advertising Research TV / Radio
7/2012 Using Humor in Advertising: When Does it Work? Research Southern Business Review TV / Radio
8/2012 Comparative Effectiveness of Radio, Print and Web Advertising Research Social Science Research Network Digital / Social Media, Print, TV / Radio
9/2012 Sales effects of in-store radio advertising Research Journal of Marketing Communications TV / Radio
9/2012 Exploding the Legend of TV Advertising and Price Promotions Research Journal of Advertising Research TV / Radio
11/2012 The relative performance of TV sponsorship versus television spot advertising Research European Journal of Marketing TV / Radio
12/2012 Audience As Product: Identifying Advertiser Preferences Research Journal of Media Business Studies TV / Radio
12/2012 Sponsorship Disclosure: Effects of Duration on Persuasion Knowledge and Brand Responses Research Journal of Communication TV / Radio
3/2013 Second-by-Second Analysis of Advertising Exposure in TV Pods: The Dynamics of Position, Length, and Timing Research Journal of Advertising Research TV / Radio
3/2013 The Good News About Television: Attitudes Aren't Getting Worse: Tracking Public Attitudes toward TV Advertising Research Journal of Advertising Research TV / Radio
5/2013 Using Internet Behavior to Deliver Relevant Television Commercials Research Journal of Interactive Marketing TV / Radio
6/2013 What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones? How Synergies Across Devices Result Research Journal of Advertising Research TV / Radio
6/2013 The Secret Sauce for Super Bowl Advertising: What Makes Marketing Work in the World's Most Watched Event? Research Journal of Advertising Research TV / Radio
9/2013 Is There Room for Two Brands in One Advertisement? Research Journal of Advertising Research Digital / Social Media, TV / Radio
10/2013 The Competitive Impact of Targeted Television Advertisements Using DVR Technology Research International Journal of Advertising TV / Radio
10/2013 The Impact of Attentional Focus on Advertising Effectiveness: The Case of Congruity Effects Research International Journal of Integrated Marketing Communications TV / Radio
11/2013 Can advertising influence the results of hedonic tests for food products? Research International Journal of Advertising TV / Radio
12/2013 Switching before the pitch: Exploring television channel changing before the ads even start Research Journal of Marketing Communications TV / Radio
1/2014 The Role of the Marketing Mix in Television Media and the Concept of “Consumer Audience” Research Economic Development TV / Radio
1/2014 Television Advertising and Online Search Research Management Science Digital / Social Media, TV / Radio
1/2014 Behind the Screens Research Marketing Insights TV / Radio
2/2014 How Software Is Eating Video Ads And, Soon, TV Research Forrester Emerging Channels, Mobile, TV / Radio

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