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“The Theater of the Mind”: The Effect of Radio Exposure on TV Advertising

Author

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  • Vincenzo Russo

    (Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, 20143 Milan, Italy
    Behavior and Brain Lab IULM—Neuromarketing Research Center, Università IULM, 20143 Milan, Italy)

  • Riccardo Valesi

    (Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, 20143 Milan, Italy
    Behavior and Brain Lab IULM—Neuromarketing Research Center, Università IULM, 20143 Milan, Italy)

  • Anna Gallo

    (Behavior and Brain Lab IULM—Neuromarketing Research Center, Università IULM, 20143 Milan, Italy)

  • Rita Laureanti

    (Department of Electronics, Information and Bioengineering (DEIB), Politecnico di Milano, 20121 Milan, Italy)

  • Margherita Zito

    (Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, 20143 Milan, Italy
    Behavior and Brain Lab IULM—Neuromarketing Research Center, Università IULM, 20143 Milan, Italy)

Abstract

Contemporary society requires communication strategies that integrate different media channels in order to improve advertising performance. Currently, there are not many scientific research studies of the various mass media, comparing the results of audiovisual advertising to purely audio or visual messages aimed at detecting the best combination of media, especially from a neurophysiological perspective. This study aims to investigate the effects of previous exposure to an advertisement via radio on the consumers’ response to the same advertisement shown on television (TV) or as a banner on a website. A total of seventy participants in a between-subjects experiment watched several television commercials during the advertising break of a documentary or saw some banners during a web surfing task. Half were first exposed to the same advertisements via radio. The results have shown that participants who previously listened to the radio advertisements spent a longer time looking at the brand and had a higher engagement when watching the same advertisements on television. Moreover, they had a different kind of visual attention to the website banners. This pattern of results indicates the effect of mere exposure—that is, the exposure to a radio advertisement enhances the effectiveness of the same advertisement via television or web, offering useful insights for media planning campaigns. Even if mere exposure has been extensively studied, cross-media research is scarcely explored, whereas this study detected the effects of mere exposure in a cross-media communication strategy, showing that it can be measured through psychophysiological methods.

Suggested Citation

  • Vincenzo Russo & Riccardo Valesi & Anna Gallo & Rita Laureanti & Margherita Zito, 2020. "“The Theater of the Mind”: The Effect of Radio Exposure on TV Advertising," Social Sciences, MDPI, vol. 9(7), pages 1-22, July.
    • Handle: RePEc:gam:jscscx:v:9:y:2020:i:7:p:123-:d:384992
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    References listed on IDEAS

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    1. Bone, Paula Fitzgerald & Ellen, Pam Scholder, 1992. "The Generation and Consequences of Communication-Evoked Imagery," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 93-104, June.
    2. Cox, Dena S & Cox, Anthony D, 1988. "What Does Familiarity Breed? Complexity as a Moderator of Repetition Effects in Advertisement Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(1), pages 111-116, June.
    3. Xiang Fang & Surendra Singh & Rohini Ahluwalia, 2007. "An Examination of Different Explanations for the Mere Exposure Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(1), pages 97-103, March.
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    Cited by:

    1. Marcela Korenkova & Milan Maros & Michal Levicky & Milan Fila, 2020. "Consumer Perception of Modern and Traditional Forms of Advertising," Sustainability, MDPI, vol. 12(23), pages 1-25, November.

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