A well-crafted radio or tv marketing campaign can be an effective way to announce a new product or service to a large audience or build a brand. TV and radio marketing campaigns lend themselves to entertaining approaches and creative storytelling. This page provides research about successfully using radio and tv marketing to build a brand or advertise to a global audience.

TV/Radio Research and Case Studies

Datesort ascending Title Document Source Publication Marketing Channel
8/2012 Comparative Effectiveness of Radio, Print and Web Advertising Research Social Science Research Network Digital / Social Media, Print, TV / Radio
7/2012 Using Humor in Advertising: When Does it Work? Research Southern Business Review TV / Radio
6/2012 Lifting the Productivity of TV Advertising Research Journal of Advertising Research TV / Radio
5/2012 To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance Research GfK-Marketing Intelligence Review TV / Radio
4/2012 TurboTax Tries Direct Response Television… Again Research International Journal of Integrated Marketing Communications TV / Radio
3/2012 How Much Is Too Much? The Collective Impact of Repetition and Position In Multi-Segment Sports Broadcast 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
12/2011 Introducing the Ad ECG: How the Set-Top Box Tracks the Lifeline of Television Research Journal of Advertising Research 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
10/2011 Forecasting television ratings Research International Journal of Forecasting 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
8/2011 US Interactive Marketing Forecast, 2011 To 2016 Research Forrester Digital / Social Media, Mobile, TV / Radio
7/2011 Updated 2011: Use Social Media To Boost Your TV Audience Research Forrester Digital / Social Media, 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
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
6/2011 How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities Research Journal of Marketing Research TV / Radio

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