The impact of narrator age congruity on responses to a radio advertisement

Oakes, Steve; North, Adrian C.

doi:10.1080/13527260903411780

Cited by 3 publications

(4 citation statements)

References 36 publications

(42 reference statements)

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Research has shown the impact of the source credibility on purchase intention to rise with increasing consistency between the endorser's physiognomy and the advertised product (Guido, Peluso, and Moffa 2011). The same is true of the similarity or congruity between the audience and the advertisement model or spokesperson (Oakes and North 2011;Hoffmann, Liebermann, and Schwarz 2012). Overall, our findings seem to suggest that the match-up hypothesis is well at work with advertising practitioners in Japan.…”

Section: Product Categories and Match-up Hypothesessupporting

confidence: 65%

See 1 more Smart Citation

Japan's demographic revolution? A study of advertising practitioners' views on stereotypes

Kohlbacher

Prieler

Hagiwara

2013

Asia Pacific Business Review

View full text Add to dashboard Cite

This article presents results from a survey of advertising practitioners in Japan focusing on their opinions about the communication objectives and stereotypes, specifically the effectiveness of older spokespersons, their general views on older models in advertising and the effectiveness of older models by product category. We find that these opinions are rather positive. The intention to use a larger number of older models is affected by the perceived effectiveness of older spokespersons and the expected increase in older models and client interest. When targeting an older audience, older spokespersons are seen as particularly effective for the product category of health/ medical, but for a general audience it is financial services/insurance. Regardless of product category, they are perceived more effective when targeting an older versus a general audience and when targeting aged 50 -64 versus 65 plus.

show abstract

Section: Product Categories and Match-up Hypothesessupporting

confidence: 65%

“…Another 'match-up effect' concerns the age congruity between the respondent and the advertisement model or spokesperson (Oakes and North 2011;Hoffmann, Liebermann, and Schwarz 2012). For example, researchers found an identification of older consumers with older models (Nelson and Smith 1988).…”

Section: Conceptual Framework and Hypothesesmentioning

confidence: 97%

Japan's demographic revolution? A study of advertising practitioners' views on stereotypes

Kohlbacher

Prieler

Hagiwara

2013

Asia Pacific Business Review

View full text Add to dashboard Cite

show abstract

“…However, other studies on magazines have found the opposite pattern: better memory when programme and ad share a theme (Moorman, Neijens, & Smit, 2002). Radio studies have examined the impact on memory of the congruence between the narrator's and participants' age (Oakes & North, 2011), and the impact of the congruence of music (rock, classical) and the product advertised (Swatch, Rolex) on ad and brand attitudes (Lavak, Thakor, & Bottausci, 2008). However, there is no published research which examines the thematic congruence between radio ads and their programmes.…”

mentioning

confidence: 96%

The influence of thematic congruency, typicality and divided attention on memory for radio advertisements

Martín-Luengo

Luna

Migueles

2013

Memory

View full text Add to dashboard Cite

We examined the effects of the thematic congruence between ads and the programme in which they are embedded. We also studied the typicality of the to-be-remembered information (high- and low-typicality elements), and the effect of divided attention in the memory for radio ad contents. Participants listened to four radio programmes with thematically congruent and incongruent ads embedded, and completed a true/false recognition test indicating the level of confidence in their answer. Half of the sample performed an additional task (divided attention group) while listening to the radio excerpts. In general, recognition memory was better for incongruent ads and low-typicality statements. Confidence in hits was higher in the undivided attention group, although there were no differences in performance. Our results suggest that the widespread idea of embedding ads into thematic-congruent programmes negatively affects memory for ads. In addition, low-typicality features that are usually highlighted by advertisers were better remembered than typical contents. Finally, metamemory evaluations were influenced by the inference that memory should be worse if we do several things at the same time.

show abstract

“…Menurut Oakes & North (2011), iklan radio lebih dipilih daripada iklan televisi karena mampu mengurangi stimulus visual yang mengganggu dan membantu memusatkan perhatian pada suara iklan itu sendiri tanpa bukti visual.…”

Section: Pendahuluanunclassified

Pengaruh Iklan Radio Terhadap Pilihan Restoran Para Komuter Yang Dimoderasi Oleh Sikap Dan Pencarian Informasi

Kusuma

Rahanatha

2019

EJMUNUD

View full text Add to dashboard Cite

Radio advertising is all forms of non-personal presentation and promotion of ideas, goods or services that require payment and disseminated through radio media. The purpose of this study was to examine the effect of radio advertising on the choice of restaurant commuters which was moderated by attitude and information seeking. This research was conducted on commuters who traveled using four-wheeled vehicles from or to Denpasar City. The research sample was 132 respondents. Questionnaires became a means of collecting data in this study. The data processing technique in this study is the Moderated Regression Analysis (MRA) with the SPSS program. Based on the results of data processing, it is known that radio advertising has a significant positive influence on the choice of restaurant commuters. The attitude strengthens the influence of radio advertising on restaurant choices. Information seeking strengthens the influence of radio advertising on restaurant choices. Keywords: radio advertising, attitude, information search, restaurant choice

show abstract

The impact of narrator age congruity on responses to a radio advertisement

Cited by 3 publications

References 36 publications

Japan's demographic revolution? A study of advertising practitioners' views on stereotypes

Japan's demographic revolution? A study of advertising practitioners' views on stereotypes

The influence of thematic congruency, typicality and divided attention on memory for radio advertisements

Pengaruh Iklan Radio Terhadap Pilihan Restoran Para Komuter Yang Dimoderasi Oleh Sikap Dan Pencarian Informasi

Contact Info

Product

Resources

About