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
6/2016 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
11/2013 Can advertising influence the results of hedonic tests for food products? Research International Journal of Advertising TV / Radio
10/2013 The Competitive Impact of Targeted Television Advertisements Using DVR Technology Research International Journal of Advertising TV / Radio
11/2011 Context effects of TV programme-induced interactivity and telepresence on advertising responses Research International Journal of Advertising TV / Radio
11/2011 Competing for consumer memory in television advertising Research International Journal of Advertising TV / Radio
6/2011 Mixing advertising and editorial content in radio programmes 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
5/2014 Do Pleasant Emotional Ads Make Consumers Like Your Brand More? Research GfK-Marketing Intelligence Review 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
9/2011 Market Trends: Social Media and Gamification Developments in Television Broadcasting Research Gartner Digital / Social Media, TV / Radio
1/2011 Digital Natives: The Generation That Music Product Strategy Forgot Research Forrester Digital / Social Media, TV / Radio
12/2011 Test Interactive Marketing Opportunities On The Second Screen Research Forrester Digital / Social Media, TV / Radio
6/2011 Crowdsourcing Gains Legitimacy For Advertisers Research Forrester Digital / Social Media, Mobile, TV / Radio
7/2014 Harness The Power Of The Second Screen 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
10/2014 The Gross Rating Point Gets An Extreme Makeover Research Forrester Digital / Social Media, Mobile, TV / Radio
1/2015 Making Sense Of New Video Consumption Behavior Research Forrester Digital / Social Media, Mobile, TV / Radio
9/2016 Brief: TV Planning Goes Data-Driven And Audience-Based Research Forrester TV / Radio
8/2011 US Interactive Marketing Forecast, 2011 To 2016 Research Forrester Digital / Social Media, Mobile, TV / Radio
3/2011 TV's Currency Conversion Research Forrester TV / Radio
5/2011 Use Social Media To Boost Your TV Audience Research Forrester Digital / Social Media, TV / Radio
2/2014 How Software Is Eating Video Ads And, Soon, TV Research Forrester Emerging Channels, Mobile, TV / Radio
11/2012 The relative performance of TV sponsorship versus television spot advertising Research European Journal of Marketing TV / Radio
7/2016 Retaining the primetime television audience Research European Journal of Marketing TV / Radio
1/2016 What's Important When Buying Programmatically? Research eMarketer Digital / Social Media, TV / Radio

Pages