Analysis of effective recall in radio advertising

IF 3.1 Q1 COMMUNICATION Journal of Communication Management Pub Date : 2022-02-01 DOI:10.1108/jcom-09-2021-0104
Ana Pedreño-Santos, J. García-Madariaga
{"title":"Analysis of effective recall in radio advertising","authors":"Ana Pedreño-Santos, J. García-Madariaga","doi":"10.1108/jcom-09-2021-0104","DOIUrl":null,"url":null,"abstract":"PurposeThe purpose of this research is to determine the relationship between frequency and recall in radio advertising by studying the main features of reach and frequency.Design/methodology/approachThe authors consider the outcome of a frequency model specifically designed for radio campaigns that gives the probability distribution of recall as a function of weekly exposures and GRPs over a dataset of 1,117 radio campaigns broadcast in Spain.FindingsAn increase in factors such as advertising format and creativity are more significant to achieve effective recall than increasing the number of advertising exposures.Practical implicationsThis study has important managerial implications regarding radio campaigns' planning: (1) Effective frequency is a range between 4 and 17 impressions (being 7 the optimal average). (2) The way to optimize the campaign is by using the following factors: live read format (∆ 4.4%), good creativity (∆ 2.8%), endorsement format (∆ 2%), sponsorship format (∆ 1.8%), increase the length of the spot (∆ 1.5%), place the ad in first (∆ 0.8%) or last (∆ 0.7%) positions in the pod. From the results we conclude that the format is at least as important as the creativity itself.Originality/valueThis study contributes to the effective repetition literature in two ways: giving specific clues to the effective frequency in the radio medium and setting advertising factors that predict the effective frequency in radio.","PeriodicalId":51660,"journal":{"name":"Journal of Communication Management","volume":" ","pages":""},"PeriodicalIF":3.1000,"publicationDate":"2022-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Communication Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jcom-09-2021-0104","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 1

Abstract

PurposeThe purpose of this research is to determine the relationship between frequency and recall in radio advertising by studying the main features of reach and frequency.Design/methodology/approachThe authors consider the outcome of a frequency model specifically designed for radio campaigns that gives the probability distribution of recall as a function of weekly exposures and GRPs over a dataset of 1,117 radio campaigns broadcast in Spain.FindingsAn increase in factors such as advertising format and creativity are more significant to achieve effective recall than increasing the number of advertising exposures.Practical implicationsThis study has important managerial implications regarding radio campaigns' planning: (1) Effective frequency is a range between 4 and 17 impressions (being 7 the optimal average). (2) The way to optimize the campaign is by using the following factors: live read format (∆ 4.4%), good creativity (∆ 2.8%), endorsement format (∆ 2%), sponsorship format (∆ 1.8%), increase the length of the spot (∆ 1.5%), place the ad in first (∆ 0.8%) or last (∆ 0.7%) positions in the pod. From the results we conclude that the format is at least as important as the creativity itself.Originality/valueThis study contributes to the effective repetition literature in two ways: giving specific clues to the effective frequency in the radio medium and setting advertising factors that predict the effective frequency in radio.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
广播广告中的有效召回分析
目的本研究的目的是通过研究覆盖率和频率的主要特征来确定广播广告中频率与回忆之间的关系。设计/方法/方法作者考虑了专门为广播活动设计的频率模型的结果,该模型在西班牙广播的1117个广播活动的数据集上给出了召回的概率分布,作为每周曝光量和GRP的函数而不是增加广告曝光次数。实际意义本研究对广播活动的规划具有重要的管理意义:(1)有效频率在4到17次印象之间(7次是最佳平均值)。(2) 优化活动的方法是使用以下因素:现场阅读格式(∆4.4%)、良好的创造力(∆2.8%)、背书格式(∆2%)、赞助格式(∆1.8%)、增加插播广告的长度(∆1.5%)、将广告放在插播广告中的第一个(∆0.8%)或最后一个位置(∆0.7%)。从结果中我们得出结论,形式至少和创造力本身一样重要。原创性/价值本研究从两个方面为有效重复文献做出了贡献:为广播媒体中的有效频率提供具体线索,并设定预测广播中有效频率的广告因素。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
CiteScore
5.40
自引率
6.50%
发文量
29
期刊最新文献
Subjective well-being perceptions of Portuguese Public Relations practitioners: a gender and stages of life analysis Loneliness, office space arrangement and mental well-being of Gen Z PR professionals. Falling into the trap of an agile office? The influence of leaders’ motivational language on employee well-being through relatedness in remote work environments Subjective well-being of public relations and communication professionals in the context of perceived organisational support Understanding subjective well-being across a multi-generational workforce in public relations: a qualitative study
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1