The effectiveness of appeal in radio advertising; a technique with some typical results

Abstract

A 50-item test on complete program content of five nationally broadcasted programs was given to a group of 350, including business men, college students, women's clubs and high school students. More program content than advertising content is remembered; "sandwiching in" of advertising announcements throughout the program has good memory value; and men seem to be better informed about programs than women in commodities advertised directly to men or to both sexes. (PsycInfo Database Record (c) 2025 APA, all rights reserved)