Combinations of Creative Elements in Radio Advertising

  title={Combinations of Creative Elements in Radio Advertising},
  author={Avery Mark Abernethy and James I. Gray and Herbert Jack Rotfeld},
Abstract The creative strategies employed in an advertising campaign can have a significant impact on its effectiveness. Each advertising medium imposes certain constraints which limit the execution of a creative strategy; however, few studies have examined radio advertising from this perspective. This study examines several of the message elements used to build creative strategies in radio advertising and audits their use in a sample of ads collected from fifty hours of radio programming. 

Similar Papers

Loading similar papers…