search query: @indexterm RADIO INDUSTRY / total: 44
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| Author: | Riebe, E. Dawes, J. |
| Title: | Recall of radio advertising in low and high advertising clutter formats |
| Journal: | International Journal of Advertising
2006 : VOL. 25:1, p. 71-86 |
| Index terms: | advertising consumer behaviour radio industry |
| Language: | eng |
| Abstract: | The objective of this study is to examine the relationship between radio advertising clutter and advertising recall using the Australian radio market and two test groups: low-clutter and high-clutter respondents. Findings show that a low-clutter format is twice as effective at generating ad recall compared to a high-clutter format. The relationship between position in advertising block and the recall of the ad were also tested. Results show that ads placed at the start and the end of large blocks of ads were better recalled than ads in the centre. |
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