RT Journal Article
SR Electronic
T1 Which Broadcast Medium Better Drives Engagement?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 578
OP 585
DO 10.2501/JAR-51-4-578-585
VO 51
IS 4
A1 James Peacock
A1 Scott Purvis
A1 Richard L. Hazlett
YR 2011
UL http://www.journalofadvertisingresearch.com/content/51/4/578.abstract
AB This study compared the ability of radio and television advertisements to generate emotional responses and engage consumers. It did so using advanced physiological methods that measure emotional activation in ways that do not require verbal responses. sixteen different real advertising campaigns were evaluated with 80 consumers watching television and 80 listening to radio programming with embedded commercials. Radio and television evoked positive emotion about equally, but television advertising generated a slightly higher negative emotional reaction. Positive emotion and brand recall were found to be positively correlated, with the relationship stronger for radio than for television.