search query: @indexterm ADVERTISING / total: 1883
reference: 2 / 1883
| Author: | Peacock, J. Purvis, S. Hazlett, R. L. |
| Title: | Which broadcast medium better drives engagement? Measuring the powers of radio and television with electromyography and skin-conductance measurements |
| Journal: | Journal of Advertising Research
2011 : DEC, VOL. 51:4, p. 578-585 |
| Index terms: | advertising advertising research television advertising consumer behaviour emotions USA |
| Language: | eng |
| Abstract: | Purpose of this paper is to compare the ability of radio and television advertisements to invoke emotional responses and engage consumers. The study examines 16 different real advertising campaigns using advanced methods (that's electromyography, or EMG, and skin-conductance). The findings show that radio and television generate positive emotions quite equally. However television advertisement invokes a bit higher negative emotional reactions. The findings also reveal that positive emotion and brand recall correlate positively. |
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