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 Titlesort ascending Document Source Publication Marketing Channel
2/2015 What's the Future of Digital Radio Marketing? Research eMarketer TV / Radio
1/2016 What's Important When Buying Programmatically? Research eMarketer Digital / Social Media, 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
4/2015 Video Advertising Benchmarks: What Metrics Can (and Can't) Tell You About the Bigger Picture Research eMarketer Digital / Social Media, 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
5/2013 Using Internet Behavior to Deliver Relevant Television Commercials Research Journal of Interactive Marketing TV / Radio
7/2012 Using Humor in Advertising: When Does it Work? Research Southern Business Review TV / Radio
5/2011 Use Social Media To Boost Your TV Audience Research Forrester Digital / Social Media, TV / Radio
8/2011 US Interactive Marketing Forecast, 2011 To 2016 Research Forrester Digital / Social Media, Mobile, TV / Radio
7/2011 Updated 2011: Use Social Media To Boost Your TV Audience Research Forrester Digital / Social Media, 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
3/2011 TV's Currency Conversion Research Forrester TV / Radio
4/2012 TurboTax Tries Direct Response Television… Again Research International Journal of Integrated Marketing Communications TV / Radio
7/2011 Tourism TV Commercials: A Delicate Balance Between Aural and Visual Information Load Research Journal of Travel & Tourism Marketing TV / Radio
5/2012 To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance Research GfK-Marketing Intelligence Review TV / Radio
6/2013 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
3/2011 The Secret of Television's Success: Emotional Content or Rational Information? Research Journal of Advertising Research TV / Radio
12/2009 The Role of TV Commercial Visuals in Forming Memorable and Impressive Destination Images Research Journal of Travel Research TV / Radio
1/2014 The Role of the Marketing Mix in Television Media and the Concept of “Consumer Audience” Research Economic Development TV / Radio
9/2011 The Repetition-Break Plot Structure Makes Effective Television Advertisements Research Journal of Marketing TV / Radio
11/2012 The relative performance of TV sponsorship versus television spot advertising Research European Journal of Marketing 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
12/2011 The Prevalence and Influence of the Combination of Humor and Violence in Super Bowl Commercials Research Journal of Advertising TV / Radio
2/2016 The Internet of Media and Entertainment Things: What Marketers Need to Know Now Research eMarketer Digital / Social Media, 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

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