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
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
12/2011 Introducing the Ad ECG Research Journal of Advertising Research TV / Radio
3/2012 How Much Is Too Much? The Collective Impact of Repetition and Position In Multi-Segment Sports Broadcast Research Journal of Advertising Research TV / Radio
6/2012 Lifting the Productivity of TV Advertising Research Journal of Advertising Research TV / Radio
9/2012 Exploding the Legend of TV Advertising and Price Promotions Research Journal of Advertising Research TV / Radio
12/2012 Sponsorship Disclosure: Effects of Duration on Persuasion Knowledge and Brand Responses Research Journal of Communication TV / Radio
7/2011 Better at Life Stuff: Consumption, Identity, and Class in Apple’s “Get a Mac” Campaign Research Journal of Communication Inquiry 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
3/2016 Advertising Media Planning, Optimal Pricing, and Welfare Research Journal of Economics & Management Strategy 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
5/2013 Using Internet Behavior to Deliver Relevant Television Commercials Research Journal of Interactive Marketing TV / Radio
9/2011 The Repetition-Break Plot Structure Makes Effective Television Advertisements Research Journal of Marketing 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
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
12/2012 Audience As Product: Identifying Advertiser Preferences Research Journal of Media Business Studies TV / Radio
7/2011 Branding over Internet and TV Advertising Research Journal of Promotion Management 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 Tourism TV Commercials: A Delicate Balance Between Aural and Visual Information Load Research Journal of Travel & Tourism Marketing 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 Television Advertising and Online Search Research Management Science Digital / Social Media, TV / Radio
1/2014 Behind the Screens Research Marketing Insights TV / Radio

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