Abstract:
The effectiveness of an advertising message depends as much on its intrinsic virtues - especially the creative work behind it - , as it does on the context in which it appears. This is why in the print media, the impact of an advertisement can drop by almost 50 % according to the publicationâs Reading Mood 1 - In radio advertising, the ongoing trend is to saturate certain stations while taking little or no account of the programs they broadcast, and to use indifferently general entertainment (Europe 1 RTL, etc.) and music stations (NRJ, Skyrock, etc.) despite the significant differences between the two. Our intention is to show that : - radio has its own listening moods related to both the station and the program being broadcast, and even to the time of broadcast, - and that these listening moods have a very significant influence on the perception of radio messages.
Magazines
Marketing and research today (November 1995)
Catalogue: Marketing and Research Today
Author: ESOMAR B.V.
 
November 1, 1995
Research Papers
A new approach to the measure of children radio audience (9 to 14 years old)
Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992
Author: Fabrice Carlier
Company: Mediametrie
June 15, 1992
Research Papers
Programming and marketing in a PPM world
Catalogue: ESOMAR/ARF WAM Conference 2003: Radio
Author: David Rogerson
 
June 16, 2003
