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
5/2014 Do Pleasant Emotional Ads Make Consumers Like Your Brand More? Research GfK-Marketing Intelligence Review 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
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
7/2014 Harness The Power Of The Second Screen Research Forrester Digital / Social Media, Mobile, TV / Radio
8/2014 Effectiveness of radio spokesperson's gender, vocal pitch and accent and the use of music in radio advertising Research BRQ Business Research Quarterly TV / Radio
10/2014 The Gross Rating Point Gets An Extreme Makeover Research Forrester Digital / Social Media, Mobile, TV / Radio
10/2014 Internet Versus Television Advertising: A Brand-Building Comparison Research Journal of Marketing Research Digital / Social Media, TV / Radio
12/2014 Billboard and cinema advertising: Missed opportunity or spoiled arms? Research International Journal of Research in Marketing Print, TV / Radio
12/2014 How Digital Conversations Reinforce Super Bowl Advertising Research Journal of Advertising Research Digital / Social Media, TV / Radio
1/2015 Making Sense Of New Video Consumption Behavior Research Forrester Digital / Social Media, Mobile, TV / Radio
2/2015 What's the Future of Digital Radio Marketing? Research eMarketer TV / Radio
2/2015 Music in radio advertising: Effects on radio spokesperson credibility and advertising effectiveness Research Psychology of Music TV / Radio
4/2015 Social context and advertising effectiveness: a dynamic study Research International Journal of Advertising 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
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
8/2015 Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling Research Journal of Marketing Research TV / Radio
9/2015 Creative That Sells: How Advertising Execution Affects Sales Research Journal of Advertising TV / Radio
12/2015 Audience Targeting Top Method Used to Place TV Ads Research eMarketer TV / Radio
1/2016 What's Important When Buying Programmatically? Research eMarketer Digital / Social Media, TV / Radio
2/2016 Cultural differences affect interactive television advertising Research Journal of Marketing Communications TV / Radio
2/2016 The Internet of Media and Entertainment Things: What Marketers Need to Know Now Research eMarketer 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
3/2016 The economic worth of product placement in prime-time television shows Research International Journal of Market Research TV / Radio
3/2016 Advertising Media Planning, Optimal Pricing, and Welfare Research Journal of Economics & Management Strategy 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

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