“The Theater of the Mind”: The Effect of Radio Exposure on TV Advertising

Russo, Vincenzo; Valesi, Riccardo; Gallo, Anna; Laureanti, Rita; Zito, Margherita

doi:10.3390/socsci9070123

Cited by 14 publications

(13 citation statements)

References 132 publications

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“…Moreover, they had a different kind of visual attention to the website banners. This pattern of results indicates the effect of mere exposure-that is, the exposure to a radio advertisement enhances the effectiveness of the same advertisement via television or web, offering useful insights for media planning campaigns [41]. Regarding outdoor advertisements, consumers can be exposed to outdoor advertising through a variety of ways, and their purchase behaviour or decision-making may be inadvertently influenced by such exposure [42].…”

Section: Theoretical Backgroundmentioning

confidence: 83%

Consumer Perception of Modern and Traditional Forms of Advertising

et al. 2020

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If a company wants to succeed in a tough competitive environment, it must consider all the options to be more visible. One of these possibilities is advertising, which exists in a considerable variety of forms. Therefore, our goal was to conduct a survey on the attitude of customers in Slovakia to several modern and traditional forms of advertising, which are used by companies for their visibility. Data were obtained from the questionnaires filled in by 244 respondents. We were interested in opinions on advertising oversaturation, the influence of advertising, annoyance by advertising, and credibility of advertising. In each of four topics, we investigated opinions on 21 different types of advertising, using non-parametric tests to determine the significance of differences, which means we used inductive statistics. According to respondents, the advertising on social networks has a higher influence than most other types of advertising. At the same time, it is not one of the most trusted forms, nor one of the most bothering forms. The right marketing strategy choice concerning time, money, form, and efficiency is a key factor to companies. Therefore, it is important for companies to use the right form or combination of forms of advertising to make themselves known depending on the type of product and its target group. To increase the sustainability of a company in the market, it is important to use the right form or combination of forms of advertising considering the product and the target group.

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Section: Theoretical Backgroundmentioning

confidence: 83%

Consumer Perception of Modern and Traditional Forms of Advertising

et al. 2020

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“…For this reason, a limitation of this study is represented by the use of a unique neuromarketing tools. Future studies should focus also on the neuro and psychophysiological signals, in order to measure the consumers' emotional reaction to products, that is a spontaneous aspect of emotional reaction in real time, and to investigate communication strategies focused on food packaging (Russo et al, 2020a). Moreover, future studies should verify the effect of cross-media exposure in the communication strategy, which could help in the detection of the most effect of combination on media, improving the communication performance (Russo et al, 2020b).…”

Section: Discussionmentioning

confidence: 99%

Strategic Communication and Neuromarketing in the Fisheries Sector: Generating Ideas From the Territory

et al. 2021

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Background: Globalization and technological progress has changed the relationships among fisheries, society and markets. The industrial primacy has led, among others, to the marginalization of fishermen and the deletion of local culture. It followed a loss of the conventional link between territory and traditions, with a change in consumer behavior.Aim: The purpose of this study is to investigate the way through which the communication of territoriality of fish products influences the consumers' quality perception, their willingness to pay and the exploration of packaging, in the Italian context.Method: In order to obtain quantitative and qualitative data on visual paths (the series of fixations and saccades) and areas of interest (AOI) of the analyzed packaging, gaze data were recorded. AOI permits to define regions of a visual stimulus and to link eye-movement measures to parts of the used stimulus. This study used AOI in order to measure Spent Time (the amount of time that consumers have spent looking at a particular AOI) and Entry Time (the time passed from the moment of the first fixation in a particular AOI) on brands and on products.Results: The results of the drivers identified crucial points for the future communication of fish products and the promotion of the territory. In particular, the analysis lays the foundations for a reorganization of the approach to the creation of product packaging, through greater attention to detail and the intrinsic values that this can express.Conclusion: The use of neuromarketing techniques has proved to be valid in identifying what is the main information that is processed for the evaluation of the product also considering the role played by emotions.

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“…Wide groups of corporations prefer radio as a promotional medium to meet narrowly defined aims (Modikeng, 2018). Russo, Valesi, Gallo, Laureanti, and Zito (2020) found out that radio as a contact medium has a dual benefit, thus, wide reach and cost-effectiveness. For radio, advertisers may reach different demographics on the premise that each network has a unique audience and industry (Mustafa & Al-Abdallah, 2020).…”

Section: Radio Advertisementmentioning

confidence: 99%

Exploring the Impact of Traditional Communication Channels on Customer Purchase Decision: A Case Study of University Students in Ghana

Ahakwa

Yang

Tackie

et al. 2021

SBR

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Purpose- Marketers want to know the best advertisement medium which can make their advertising more effective. This study seeks to find a linkage between television advertisement, radio advertisement, newspaper advertisement, and outdoor advertisement towards customers’ purchase decisions in Ghana. Design/Methodology- Using University students in Ghana as a population, the study employed a simple random sampling approach and collected data from University students in UCC and KNUST. Seven hundred and fifty (750) responses were gathered from participants, but only seven hundred and thirty-two (732) responses were deemed suitable and were adopted to justify the proposed relationships. Data were analyzed using partial least squared built on Structural Equation Modeling (SEM) Findings- The findings revealed that television advertisement has the greatest impact on customer purchase decision and was statistically significant at p< 0.01. Practical Implications- This finding provides helpful suggestions for advertising professionals, market researchers, existing and emerging organizations to see television advertisements as an opportunity to increase awareness of goods and services as it tends to appeal to viewers’ visual and sound senses, influencing customers’ purchasing decisions and increasing sales of goods and services.

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“The Theater of the Mind”: The Effect of Radio Exposure on TV Advertising

Cited by 14 publications

References 132 publications

Consumer Perception of Modern and Traditional Forms of Advertising

Consumer Perception of Modern and Traditional Forms of Advertising

Strategic Communication and Neuromarketing in the Fisheries Sector: Generating Ideas From the Territory

Exploring the Impact of Traditional Communication Channels on Customer Purchase Decision: A Case Study of University Students in Ghana

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