Newsweek Media Research Index
Radio Research: Media Effectiveness Research
1973 - GALLUP & ROBINSON FOR RADIO ADVERTISING BUREAU - THE
FEASIBILITY OF DELAYED RECALL IN TESTING RADIO
COMMERCIALS
The test showed that listeners can recall radio commercials the
following day and that there is a considerable difference in
the impact of individual commercials.
1979 - PRISCILLA LABARBERA AND JAMES MACLACHLAN - TIME-
COMPRESSED SPEECH IN RADIO ADVERTISING - JOURNAL OF
MARKETING, JANUARY 1979
Review of psychology literature and three experiments
concerning the effectiveness of time-compressed radio
commercials. Experiements indicated time-compressed radio
commercials Experiments indicated time-compressed commercials
(33% faster than normal speed) are more interesting and yield
higher recall (66% higher).
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