Please use this identifier to cite or link to this item:
http://hdl.handle.net/10553/43300
Title: | Effectiveness of radio spokesperson's gender, vocal pitch and accent and the use of music in radio advertising | Authors: | Martín Santana, Josefa Delia Muela Molina, Clara Reinares Lara, Eva Rodríguez Guerra, Miriam |
UNESCO Clasification: | 6308 Comunicaciones sociales | Keywords: | Acento | Issue Date: | 2015 | Publisher: | 2340-9436 | Journal: | BRQ Business Research Quarterly | Abstract: | The aim of this study is to analyze how certain voice features of radio spokespersons and background music influence the advertising effectiveness of a radio spot from the cognitive, affective and conative perspectives. We used a 2. ×. 2. ×. 2. ×. 2 experimental design in 16 different radio programs in which an ad hoc radio spot was inserted during advertising block. This ad changed according to combinations of spokesperson's gender (male-female), vocal pitch (low-high) and accent (local-standard). In addition to these independent factors, the effect of background music in advertisements was also tested and compared with those that only had words. 987 regular radio listeners comprised the sample that was exposed to the radio program we created. Based on the differences in the levels of effectiveness in the tested voice features, our results suggest that the choice of the voice in radio advertising is one of the most important decisions an advertiser faces. Furthermore, the findings show that the inclusion of music does not always imply greater effectiveness. | URI: | http://hdl.handle.net/10553/43300 | ISSN: | 2340-9436 | DOI: | 10.1016/j.brq.2014.06.001 | Source: | BRQ Business Research Quarterly[ISSN 2340-9436],v. 18, p. 143-160 |
Appears in Collections: | Artículos |
SCOPUSTM
Citations
33
checked on Oct 13, 2024
WEB OF SCIENCETM
Citations
26
checked on Oct 13, 2024
Page view(s)
55
checked on Feb 17, 2024
Google ScholarTM
Check
Altmetric
Share
Export metadata
Items in accedaCRIS are protected by copyright, with all rights reserved, unless otherwise indicated.