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
10/2014 The Gross Rating Point Gets An Extreme Makeover Research Forrester Digital / Social Media, Mobile, 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
3/2016 The economic worth of product placement in prime-time television shows Research International Journal of Market Research TV / Radio
10/2013 The Competitive Impact of Targeted Television Advertisements Using DVR Technology 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
12/2011 Test Interactive Marketing Opportunities On The Second Screen Research Forrester Digital / Social Media, TV / Radio
1/2014 Television Advertising and Online Search Research Management Science Digital / Social Media, TV / Radio
12/2013 Switching before the pitch: Exploring television channel changing before the ads even start Research Journal of Marketing Communications TV / Radio
12/2012 Sponsorship Disclosure: Effects of Duration on Persuasion Knowledge and Brand Responses Research Journal of Communication TV / Radio
4/2015 Social context and advertising effectiveness: a dynamic study Research International Journal of Advertising 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
9/2012 Sales effects of in-store radio advertising Research Journal of Marketing Communications TV / Radio
7/2016 Retaining the primetime television audience Research European Journal of Marketing TV / Radio
6/2017 Put an End to Tv Waste Research TV Squared 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
9/2017 Pandora's Definitive Guide to Audio 2017 Research Pandora 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
2/2015 Music in radio advertising: Effects on radio spokesperson credibility and advertising effectiveness Research Psychology of Music TV / Radio
6/2011 Mixing advertising and editorial content in radio programmes Research International Journal of Advertising TV / Radio
9/2011 Market Trends: Social Media and Gamification Developments in Television Broadcasting Research Gartner Digital / Social Media, TV / Radio
1/2015 Making Sense Of New Video Consumption Behavior Research Forrester Digital / Social Media, Mobile, TV / Radio
6/2012 Lifting the Productivity of TV Advertising 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
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
12/2011 Introducing the Ad ECG: How the Set-Top Box Tracks the Lifeline of Television Research Journal of Advertising Research TV / Radio

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