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Using cumulative pretest experiences to improve the effectiveness of radio commercials

Date of publication: June 15, 1983

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?

Authors: Dan Sarel, Murphy Sewall

Abstract:

The work reported here is based on a pretesting procedure developed by Radio Recall Research of Homdel, New Jersey, U.S.A. and analyzed by Drs. Sard and Sewall, Over the years pretested radio commercials have been classified on a wide variety of characteristics. Effectiveness scores and the characteristics of these ads have been collected and a large data base was developed. An analysis of over 800 radio commercials covering more than 30 product categories has identified controllable presentation characteristics that are significantly related to the commercials communication effectiveness.

Dan Sarel

Author

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Murphy Sewall

Author

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Citation

Sarel and Sewall (1983a, June 15). Using cumulative pretest experiences to improve the effectiveness of radio commercials. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/how-to-measure-the-impact-of-radio-commercials-