Analysis of effective recall in radio adverting

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dc.contributor.authorPedreño Santos, Ana
dc.contributor.authorGarcía De Madariaga Miranda, Jesús
dc.date.accessioned2024-02-06T11:51:57Z
dc.date.available2024-02-06T11:51:57Z
dc.date.issued2022-01-07
dc.description.abstractPurpose – The 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/approach – The 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. Findings – An increase in factors such as advertising format and creativity are more significant to achieve effective recall than increasing the number of advertising exposures. Practical implications – This 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 (Δ 4.4%), good creativity (Δ 2.8%), endorsement format (Δ 2%), sponsorship format (Δ 1.8%), increase the length of the spot (Δ 1.5%), place the ad in first (Δ 0.8%) or last (Δ 0.7%) positions in the pod. From the results we conclude that the format is at least as important as the creativity itself. Originality/value – This 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.
dc.description.departmentDepto. de Marketing
dc.description.facultyFac. de Ciencias Económicas y Empresariales
dc.description.refereedTRUE
dc.description.statuspub
dc.identifier.citationPedreño-Santos, A. & García-Madariaga, J. (2022). Analysis of effective recall in radio adverting. Journal of Communication Management, Vol. 26 No.1, pp.18-38
dc.identifier.doi10.1108/JCOM-09-2021-0104
dc.identifier.issn1363-254X
dc.identifier.officialurlhttps://www.emerald.com/insight/content/doi/10.1108/JCOM-09-2021-0104/full/html
dc.identifier.urihttps://hdl.handle.net/20.500.14352/99428
dc.issue.number1
dc.journal.titleJournal of Communication Management
dc.language.isoeng
dc.page.final38
dc.page.initial18
dc.publisherEmerald Publishing Limited
dc.rights.accessRightsrestricted access
dc.subject.keywordradio
dc.subject.keywordrepetition
dc.subject.keywordfrequency
dc.subject.keywordrecall
dc.subject.keywordlive ad
dc.subject.keywordendorsement
dc.subject.keywordsponsorship
dc.subject.keywordadvertising
dc.subject.ucmEconomía
dc.subject.unesco5311.05 Marketing (Comercialización)
dc.titleAnalysis of effective recall in radio adverting
dc.typejournal article
dc.type.hasVersionVoR
dc.volume.number26
dspace.entity.typePublication
relation.isAuthorOfPublication578ef82c-d1af-4f2a-8bd1-1d33c1d36684
relation.isAuthorOfPublicationbe842692-e2d3-42d0-988c-abdae34b9d28
relation.isAuthorOfPublication.latestForDiscovery578ef82c-d1af-4f2a-8bd1-1d33c1d36684
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