A well-crafted television or radio advertisement can be an effective way to announce a new product or service to a large audience or build a brand. TV and radio advertising lend themselves to entertaining approaches and creative storytelling. An effective TV or radio advertisement must be approached with a well-thought out strategy that considers critical elements such as repetition, simplicity, a strong call to action, and an enticing offer that encourages consumers to respond and interact with a company or organization. This page provides research about successfully using television and radio to build a brand or advertise to a global audience.

TV/Radio Research and Case Studies

Datesort descending Title Document Source Publication Marketing Channel
12/2009 The Role of TV Commercial Visuals in Forming Memorable and Impressive Destination Images Research Journal of Travel Research TV / Radio
1/2011 Digital Natives: The Generation That Music Product Strategy Forgot Research Forrester Digital / Social Media, TV / Radio
3/2011 TV's Currency Conversion Research Forrester TV / Radio
3/2011 The Secret of Television's Success: Emotional Content or Rational Information? Research Journal of Advertising Research TV / Radio
5/2011 Use Social Media To Boost Your TV Audience Research Forrester Digital / Social Media, TV / Radio
6/2011 How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities Research Journal of Marketing Research TV / Radio
6/2011 Impact of radio advertisements on buying behaviour of urban commuters Research International Journal of Retail & Distribution Managemen TV / Radio
6/2011 Mixing advertising and editorial content in radio programmes Research International Journal of Advertising TV / Radio
6/2011 Crowdsourcing Gains Legitimacy For Advertisers Research Forrester Digital / Social Media, Mobile, TV / Radio
7/2011 Better at Life Stuff: Consumption, Identity, and Class in Apple’s “Get a Mac” Campaign Research Journal of Communication Inquiry TV / Radio
7/2011 Tourism TV Commercials: A Delicate Balance Between Aural and Visual Information Load Research Journal of Travel & Tourism Marketing TV / Radio
7/2011 Branding over Internet and TV Advertising Research Journal of Promotion Management TV / Radio
7/2011 Updated 2011: Use Social Media To Boost Your TV Audience Research Forrester Digital / Social Media, TV / Radio
8/2011 US Interactive Marketing Forecast, 2011 To 2016 Research Forrester Digital / Social Media, Mobile, TV / Radio
9/2011 Market Trends: Social Media and Gamification Developments in Television Broadcasting Research Gartner Digital / Social Media, TV / Radio
9/2011 The Repetition-Break Plot Structure Makes Effective Television Advertisements Research Journal of Marketing TV / Radio
10/2011 Forecasting television ratings Research International Journal of Forecasting 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
12/2011 Introducing the Ad ECG: How the Set-Top Box Tracks the Lifeline of Television Research Journal of Advertising Research TV / Radio
12/2011 Financial services ads and viewer response profiles: Psychometric properties of a shortened scale Research Journal of Financial Services Marketing TV / Radio
12/2011 Introducing the Ad ECG Research Journal of Advertising Research TV / Radio
12/2011 Test Interactive Marketing Opportunities On The Second Screen Research Forrester Digital / Social Media, TV / Radio
12/2011 The Prevalence and Influence of the Combination of Humor and Violence in Super Bowl Commercials Research Journal of Advertising TV / Radio
12/2011 That was funny, but what was the brand again? Research International Journal of Advertising TV / Radio

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