I Saw It on the Radio: The Allocation of Attention to High-Imagery Radio Advertisements (original) (raw)
Related papers
"The Theater of the Mind": The Effect of Radio Exposure on TV Advertising
Social Sciences , 2020
Contemporary society requires communication strategies that integrate different media channels in order to improve advertising performance. Currently, there are not many scientific research studies of the various mass media, comparing the results of audiovisual advertising to purely audio or visual messages aimed at detecting the best combination of media, especially from a neurophysiological perspective. This study aims to investigate the effects of previous exposure to an advertisement via radio on the consumers' response to the same advertisement shown on television (TV) or as a banner on a website. A total of seventy participants in a between-subjects experiment watched several television commercials during the advertising break of a documentary or saw some banners during a web surfing task. Half were first exposed to the same advertisements via radio. The results have shown that participants who previously listened to the radio advertisements spent a longer time looking at the brand and had a higher engagement when watching the same advertisements on television. 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. Even if mere exposure has been extensively studied, cross-media research is scarcely explored, whereas this study detected the effects of mere exposure in a cross-media communication strategy, showing that it can be measured through psychophysiological methods.
Context Effects of Radio Programming on Cognitive Processing of Embedded Advertisements
Applied Cognitive Psychology, 1996
This experiment tested the hypothesis that the involvement, entertainment, and enjoyment properties of radio programmes would be related to memory for the accompanying advertisements and attitudes towards them. Ninety-three subjects listened to one of three radio programmes (a phone-in, a chart show, or a nostalgia programme) in which were embedded a set of four unfamiliar advertisements. Subjects' ratings of the programmes as involving, entertaining, and enjoyable were positively correlated with subsequent ratings of the advertised brands and purchasing intentions. Analyses of variance indicated significant differences in memory for the advertisements and programme ratings: the phone-in programme context, which was rated significantly less interesting, enjoyable and entertaining, and more boring and humorous than the nostalgia radio programme context, produced significantly lower memory for the advertisements. These results provide substantial evidence for context effects operating in the radio medium.
Memory for Radio Advertisements: the Effect of Program and Typicality
We examined the influence of the type of radio program on the memory for radio advertisements. We also investigated the role in memory of the typicality (high or low) of the elements of the products advertised. Participants listened to three types of programs (interesting, boring, enjoyable) with two advertisements embedded in each. After completing a filler task, the participants performed a true/false recognition test. Hits and false alarm rates were higher for the interesting and enjoyable programs than for the boring one. There were also more hits and false alarms for the high-typicality elements. The response criterion for the advertisements embedded in the boring program was stricter than for the advertisements in other types of programs. We conclude that the type of program in which an advertisement is inserted and the nature of the elements of the advertisement affect both the number of hits and false alarms and the response criterion, but not the accuracy of the memory.
Attention to radio advertisements: an application of selective attention theory
1986
I want to thank Richard Harris, my major professor,-for the tremendous help, encouragement and expertise in overseeing this project as well as my whole graduate education in the Psychology department. Not only as my major professor, but also as a-friend, Dick remains a great asset to this department. I also want to express my appreciation to David MacFarland in the Department of Journalism and Mass Communication-for his help with the production of the radio tapes, those tapes were the-focal point of the experiments and were quite well produced. My parents and-family have always been a great support and
"Background Noise" A study on the processing of radio advertising while media multitasking. (2013)
This study examines the effect of media multitasking on the recall and evaluation of radio commercials that differ in congruence with the Internet task. Two experiment showed that congruent radio commercials were more positively evaluated and better recalled than incongruent ones. Results of the experiments differ however in their main effect of task. The first experiment confirmed the negative impact due to limited capacity, but the second experiment disconfirmed this impact and showed that the effect was due to mere exposure. In conclusion, radio offers a persuasive background noise, but only when congruent with the Internet task at hand.
Recall of radio advertising in low and high advertising clutter formats
2006
This study investigates the relationship between radio advertising clutter and advertising recall using the Australian radio market as a test case. The term 'clutter' is defined here as a greater number of advertisements in a given time period. The study used an experimental design in which certain groups of participants were exposed to a radio format with high advertising clutter, while others were exposed to a low-clutter format. The 'low-clutter' respondents recalled as many ads on average as the high-clutter respondents. Since the low-clutter respondents were exposed to far fewer ads, the proportion of ads recalled by the low-clutter respondents was more than double that of the high-clutter respondents, and this effect was consistent across multiple recall measures. That is, the low-clutter participants were twice as likely to recall a particular advertisement among those ads they were exposed to. They were also twice as likely to correctly recall the product category the advertisement was for, and were twice as likely to correctly identify the advertised brand. In addition, the respondents exposed to a low-clutter advertising environment showed almost three times greater prompted advertising recognition.
Radio's Clutter Conundrum: Better Memory for Ads, Worse Attitudes Toward Stations
International Journal on Media Management, 2008
An experiment examined effects of increasing the number of advertising pods in radio. With the number of commercials kept constant, participants heard ads in 1 or 3 pods. Those exposed to the cluttered condition (i.e., 3 pods) reported the ads as more excessive and the commercial breaks more disruptive than those exposed to 1 pod. Clutter participants self-reported greater irritation than those hearing only 1 pod. This was supported by more frequent skin conductance responses in the clutter condition. However, other physiological measures suggested more cognitive resources were applied during the cluttered condition. Free recall and recognition were greater in the cluttered condition, although the latter not significantly so. Results are discussed in terms of the trade-offs management must make in deciding how to schedule advertising breaks in today's competitive radio marketplace.
International Journal of Advertising, 2011
Although the literature on brand placement is rapidly evolving, no studies thus far have focused on radio brand placement or on the effects of the combination of brand placement and commercials. Therefore, the present experiment (N = 153) focused on the effects of radio brand placement on liking, credibility and brand recall. In addition, the effects of the combination of brand placement and a commercial were studied. As predicted based on source credibility and intentional exposure theory, the results showed that brand placement is more liked and perceived as more credible than commercials, and that exposure to brand placement has a stronger effect on brand recall. A combination of brand placement and a commercial evokes higher brand recall than exposure to a commercial alone. However, there were no synergy effects for the combination of brand placement and a commercial. Underlying mechanisms were tested, showing the importance of format credibility in brand placement effects.
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.
Serial position and attention resources to improve the recall of radio ads
Rodero, E. (2014). Serial position and attention resources to improve the recall of radio ads. Revista Latina de Comunicación Social, 69, 1-11
The crisis of creativity currently experienced by radio advertising in Spain demands the development of studies on the ways to improve radio ad recall rates in order to make this format more effective and profitable. Based on the previous premise, this article aims to determine whether the implementation of two measures related to the micro and macro structural elements of radio advertising can increase radio ad recall rates and cognitive processing by listeners. An experimental technique was used to determine whether the serial position in which ads are placed within an advertising block and the use of attention resources in the ads have an effect on their recall rates. The study has proven that radio ad recall rates can be improved with the implementation of attention resources but not with the strategic serial position within the advertising block. The analysis has shown that the implementation of attention resources is highly recommended in the production of radio ads in order to improve their recall rates.