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 ascending Marketing Channel
6/2017 Put an End to Tv Waste Research TV Squared TV / Radio
6/2017 7 TV Ad Trends for 2017 Research TV Squared 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
9/2016 Using Online Message Testing to Evaluate TV Ads, Select Effective Messaging, and Improve Public Health Campaigns Research Social Marketing Quarterly TV / Radio
2/2015 Music in radio advertising: Effects on radio spokesperson credibility and advertising effectiveness Research Psychology of Music TV / Radio
9/2017 Pandora's Definitive Guide to Audio 2017 Research Pandora TV / Radio
1/2014 Behind the Screens Research Marketing Insights TV / Radio
1/2014 Television Advertising and Online Search Research Management Science Digital / Social Media, TV / Radio
12/2009 The Role of TV Commercial Visuals in Forming Memorable and Impressive Destination Images Research Journal of Travel Research TV / Radio
7/2011 Tourism TV Commercials: A Delicate Balance Between Aural and Visual Information Load Research Journal of Travel & Tourism Marketing TV / Radio
5/2014 Enhancing television advertising: same-language subtitles can improve brand recall, verbal memory, and behavioral intent Research Journal of the Academy of Marketing Science TV / Radio
7/2011 Branding over Internet and TV Advertising Research Journal of Promotion Management TV / Radio
12/2012 Audience As Product: Identifying Advertiser Preferences Research Journal of Media Business Studies TV / Radio
8/2015 Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling Research Journal of Marketing Research TV / Radio
10/2014 Internet Versus Television Advertising: A Brand-Building Comparison Research Journal of Marketing Research Digital / Social Media, TV / Radio
6/2011 How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities Research Journal of Marketing Research TV / Radio
2/2016 Cultural differences affect interactive television advertising Research Journal of Marketing Communications TV / Radio
12/2013 Switching before the pitch: Exploring television channel changing before the ads even start Research Journal of Marketing Communications TV / Radio
9/2012 Sales effects of in-store radio advertising Research Journal of Marketing Communications TV / Radio
9/2011 The Repetition-Break Plot Structure Makes Effective Television Advertisements Research Journal of Marketing TV / Radio
5/2013 Using Internet Behavior to Deliver Relevant Television Commercials Research Journal of Interactive Marketing TV / Radio
12/2011 Financial services ads and viewer response profiles: Psychometric properties of a shortened scale Research Journal of Financial Services Marketing TV / Radio
3/2016 Advertising Media Planning, Optimal Pricing, and Welfare Research Journal of Economics & Management Strategy TV / Radio
6/2014 The Relationship of Persuasion Knowledge, Identification of Commercial Intent and Persuasion Outcomes in Advergames—the Role of Media Context and Presence Research Journal of Consumer Policy Digital / Social Media, TV / Radio