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

Date Title Document Source Publicationsort descending Marketing Channel
4/2015 Social context and advertising effectiveness: a dynamic study Research International Journal of Advertising TV / Radio
6/2016 On the new era of zipping and zapping: the need for research on how advertisers deal with an Era of time-shifted television program viewing on a variety of devices Research International Journal of Advertising TV / Radio
11/2013 Can advertising influence the results of hedonic tests for food products? Research International Journal of Advertising TV / Radio
10/2013 The Competitive Impact of Targeted Television Advertisements Using DVR Technology Research International Journal of Advertising TV / Radio
11/2011 Context effects of TV programme-induced interactivity and telepresence on advertising responses Research International Journal of Advertising TV / Radio
11/2011 Competing for consumer memory in television advertising Research International Journal of Advertising TV / Radio
6/2011 Mixing advertising and editorial content in radio programmes Research International Journal of Advertising TV / Radio
12/2011 That was funny, but what was the brand again? Research International Journal of Advertising TV / Radio
10/2011 Forecasting television ratings Research International Journal of Forecasting TV / Radio
4/2012 TurboTax Tries Direct Response Television… Again Research International Journal of Integrated Marketing Communications 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
3/2016 The economic worth of product placement in prime-time television shows Research International Journal of Market Research TV / Radio
12/2014 Billboard and cinema advertising: Missed opportunity or spoiled arms? Research International Journal of Research in Marketing Print, TV / Radio
6/2011 Impact of radio advertisements on buying behaviour of urban commuters Research International Journal of Retail & Distribution Managemen TV / Radio
6/2015 Investigate the Effectiveness Television Advertising on Attract Customers Based on Model AIDA (Case Study: Karafarin Bank) Research International Journal of Scientific Management & Development TV / Radio
9/2015 Creative That Sells: How Advertising Execution Affects Sales Research Journal of Advertising TV / Radio
12/2011 The Prevalence and Influence of the Combination of Humor and Violence in Super Bowl Commercials Research Journal of Advertising TV / Radio
3/2016 Understanding the Invisibility of the Asian-American Television Audience: Why Marketers Often Overlook "Model" Consumers Research Journal of Advertising Research 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
12/2011 Introducing the Ad ECG: How the Set-Top Box Tracks the Lifeline of Television Research Journal of Advertising Research 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
12/2014 How Digital Conversations Reinforce Super Bowl Advertising Research Journal of Advertising Research Digital / Social Media, TV / Radio
3/2011 The Secret of Television's Success: Emotional Content or Rational Information? 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

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