Radio Ads Research Articles

But I've Already Had a Healthy Baby: Folic Acid Formative Research with Latina Mothers

Each year, approximately 3000 pregnancies in the United States are affected by neural tube defects (NTDs), serious birth defects of the brain and spine. Daily periconceptional consumption of folic acid can reduce the incidence of NTDs by 50%-70%. This study was designed to understand Latina mothers' folic acid awareness, knowledge, and behaviors and to capture their reactions to advertising concepts and draft educational materials. The goal of the materials was to increase folic acid consumption through the use of a daily multivitamin. This study presents three phases of research that led to the development of Spanish language print advertisements, posters, a brochure, and radio ads that promote folic acid consumption in a manner that addresses the needs of Latina mothers.

Recruiting African American smokers into intervention research: Relationships between recruitment strategies and participant characteristics

The purposes of this study were to (a) to describe an 8-month recruitment campaign to enroll African American smokers (N = 249) into a randomized controlled trial and (b) examine characteristics of participants recruited through proactive (face-to-face), reactive (television, radio, or newspaper ads inviting participants), and combination (both reactive and proactive) approaches. Reactive recruitment was most successful (43%), followed by proactive (31%), and combination (26%) recruitment. Compared to proactive recruitment, reactive recruitment was associated with lower nicotine dependence, and greater readiness to quit, processes of change engagement, and acculturation. Combination recruitment was associated with lower nicotine dependence and greater readiness to quit. The differences according to recruitment strategy could be used to tailor recruitment strategies for African American smokers.

The 2005 British Columbia Smoking Cessation Mass Media Campaign and Short-term Changes in Smokers Attitudes

The effect of the 2005 British Columbia (BC) smoking cessation mass media campaign on a panel (N = 1,341) of 20–30-year-old smokers' attitudes is evaluated. The 5-week campaign consisted of posters, television, and radio ads about the health benefits of cessation. Small impacts on the panel's attitudes toward the adverse impacts of smoking were found, with greater impacts found for those who had no plans to quit smoking at the initial interview. As smokers with no plans to quit increasingly recognized the adverse impacts of smoking, they also increasingly agreed that they use smoking as a coping mechanism. Smokers with plans to quit at the initial interview already were well aware of smoking's adverse impacts. Respondents recalling the campaign poster, which presented a healthy alternative to smoking, decreased their perception of smoking as a coping mechanism and devalued their attachment to smoking. Evidence was found that media ad recall mediates unobserved predictors of attitudes toward smoking.

Field Experiments Testing the Impact of Radio Advertisements on Electoral Competition

Results from previous studies of campaign spending imply that equal‐sized grants to both incumbents and challengers are a net benefit to challengers, who on average spend less money and derive greater marginal returns from each additional dollar. This study provides an experimental test of this proposition. Cities holding mayoral elections in November 2005 and 2006 were randomly assigned to broadcast nonpartisan radio ads that stated the names of the mayoral candidates, reminded listeners about the date of the upcoming election, and encouraged them to vote. Consistent with the findings of previous studies on the differential effects of incumbent and challenger campaign spending on election outcomes, we find that these radio ads produced substantially more competitive elections. The borderline statistical significance of our results, however, invites replication of this experiment.

AMA Campaigns for Tax Credits to Bring Coverage to the Uninsured

Back to table of contents Previous article Next article Professional NewsFull AccessAMA Campaigns for Tax Credits to Bring Coverage to the UninsuredRich DalyRich DalySearch for more papers by this authorPublished Online:21 Sep 2007https://doi.org/10.1176/pn.42.18.0001aThe AMA launched a multimillion-dollar media campaign in August to promote its proposals to provide health insurance to the record number of uninsured Americans.The AMA campaign, called “Voices for the Uninsured,” is spending $5 million initially to coincide with the 2008 U.S. presidential election. It involves newspaper, television, and radio ads that will run in early-primary states including Iowa, New Hampshire, and South Carolina. The campaign will go national next year and will include lobbying Congress to pass comprehensive insurance legislation.The campaign was announced the week before the latest census figures showed the number of uninsured Americans rose 2.2 million in 2006 to 47 million. The Current Population Survey found that 15.8 percent of Americans lacked coverage last year, up from 15.3 percent in 2005. The increase equaled 1998 as the year with the highest percentage of uninsured people over the last two decades.The impact on children was trouble-some as well, according to data from t U.S. Census Bureau, which found t 11.7 percent of U.S. citizens under age 18 had no health insurance in 2006, up from 10.9 percent in the previous year. The percentage of uninsured children has increased two years in a row after declining for at least five years, according to the census data.“It is unconscionable that the number of uninsured children has substantially increased over the past year,” said AMA Board member Joseph Heyman, M.D., in a written statement. “Children are our future, and for kids to get a good start in life, they need access to regular visits to the doctor.”The AMA's insurance campaign supports tax credits for the purchase of health insurance and for increasing federal funds to expand government health programs such as the State Children's Health Insurance Program (SCHIP) and Medicaid. Both houses of Congress have passed SCHIP expansions but President Bush has threatened to veto both versions because of their cost (Psychiatric News, September 7).The AMA insurance proposal was created with several other groups as part of an alliance called the Health Coverage Coalition for the Uninsured, which includes AARP and the U.S. Chamber of Commerce.However, AMA leaders said the 250,000-member organization could support other approaches.“If [elected officials] don't like our plan, then let's meet and come up with a common plan,” said Nancy Nielsen, M.D., AMA president-elect, during an August press conference.Nielsen said part of the campaign aims to educate the public and political candidates that people without insurance are not just among the ranks of those who are homeless or unemployed. As many as 82 percent of people without health insurance are in working families.The AMA doesn't endorse candidates for president but is urging presidential hopefuls to incorporate its proposals into their health care platforms.“We want candidates to make a commitment to reducing the number of uninsured,” Nielsen said.Although APA has not endorsed the AMA plan specifically, APA President Carolyn Robinowitz, M.D., said that the Association does support any effort that will increase Americans' access to health care, including treatment for mental illness. Many uninsured Americans end up using emergency rooms as their main source of medical care, Robinowitz told Psychiatric News, which means they are unlikely to receive preventive care and early interventions that avoid further suffering and save money that will have to be spent on acute care.“Even the business community has realized the long-term benefits from wide access to quality health care,” Robinowitz said, citing business groups' recent support for Senate mental health parity legislation that their earlier opposition had stalled.More information on the AMA's “Voice for the Uninsured” campaign is posted at<www.ama-assn.org/ama/pub/category/17712.html>.▪ ISSUES NewArchived

Papers Endorse Incumbents Four-to-One over Challengers

Non-presidential candidates in 20 papers in 2002, 2004 and 2006 were analyzed. In addition to favoring incumbents, they endorsed candidates slightly more conservative than congressional averages.

It's Just Your Imagination: The Effect of Imagery on Recognition of Product- Versus Non-Product-Related Information in Radio Advertisements

This experiment tested the effects of imagery on recognition of product- versus non-product-related information in radio ads. Participants listened to four high-imagery and four low-imagery, 60-second spots. After a distracter task, participants were given a four alternative, forced choice, recognition test. The recognition test consisted of three product-related and three non-product-related questions for each ad. Recognition of product-related information was significantly lower than recognition of non-product information in high-imagery ads. There was no significant difference between recognition of productversus non-product information in low-imagery spots. Theoretical and practical implications of the results for understanding information processing of radio and producing effective high-imagery radio spots are discussed.

Radio Advertising in American Political Campaigns

Although much research has been done on advertising in American political campaigns, virtually all has focused on the use of television. The dearth of work on radio advertising limits our ability to fully understand American electoral dynamics. More campaigns use radio than television, and there is reason to suspect that the narrowcasting that is possible with highly targeted radio ads may be substantively different from the campaign messages that are broadcast over the television airwaves. In this article, we use data from a survey of registered voters in Arkansas and Missouri during the 2002 election season to explore the dynamics of political advertising on the radio. We focus in particular on factors that influence exposure to radio ads, the public’s perceptions of the importance of these ads, and the impacts of exposure on the public’s perceptions of the quality of the democratic process in the United States.

Vacunología en conflictos armados: una intervención puntual frente a poliomielitis en Afganistán

The situations of armed conflict suppose a handicap for the eradication of the poliomyelitis due to the difficulties to access the susceptible population. In Afghanistan, after the military operation which put an end to the Taliban regime, Spanish military sanitarians made an intervention in order to immunize the children of the zone where they were conducting their mission, against poliomyelitis. After having solved planning and logistic problems, two rounds of vaccination with IPV were made. A local translator helped to fill out a questionnaire about the state of immunization in that zone, providing information regarding the socio-demographic data of the children that showed up, their immunization status, their knowledge about vaccines and the efficacy of the various social mobilization activities utilized. 293 and 321 children were vaccinated in two different rounds. Very few of them had received a prior vaccination (10%) and they showed very little knowledge regarding immunization. Parents didn’t involve themselves in the campaign, and knowledge about it was achieved better with the use of posters (70%) than with the use of radio ads (10%). Immunization is a health initiative that helps to improve the chances for peace.

Creative Advertisements for the Cinderella Medium: The Case of Flanders, Belgium

In Study 1, 93 judges using the Creative Product Analysis Matrix (CPAM) evaluated the creativity of 120 Flemish radio ads, measuring a poor level of "original" while reaching a satisfying level of "useful" and "expressive." Study 2 used critical literature analysis and content analysis on 30 creative formats. Cluster analysis yielded five groupings that were profiled in terms of creativity, confirming that Flemish radio ads shared similar levels of "useful" and "expressive." Two clusters of creative formats proved successful to reach a higher level for "original." These clusters shared an emotional approach of real-life stories, with "SFX" (sound or special effects) and imagery evoking "theatre of the mind." In addition, the third cluster used "testimonial" and "direct address," whereas the fifth cluster used "jingle," "voice-over," "dialogue," "female voices," and "humor."

Antitobacco Media Awareness of Rural Youth Compared to Suburban and Urban Youth in Indiana

This study examined the awareness and impact of antitobacco media messages among rural, suburban, and urban youth. Self-administered questionnaires were received from 1,622, 1,059, and 1,177 middle school (sixth, seventh, and eighth grade) students in rural, suburban, and urban locations, respectively. Logistic regression compared media awareness and impact among the groups, controlling for grade, gender, race, and smoking behavior. Compared to rural youth, suburban youth were more likely to recall media messages about the dangerous health effects of tobacco use (odds ratio [OR] = 1.94) and have their personal choice to use tobacco affected by the messages (OR = 1.85). Suburban and urban youth more often recalled antitobacco messages (OR = 2.00 and 2.15), reported that the messages made them think about the dangers of tobacco use (OR = 2.02 and 1.47), believed that these ads prevent youth from initiating tobacco use (OR = 3.21 and 1.46) and stop youth from using tobacco (OR = 2.25 and 1.47), and recalled seeing specific campaign television ads (OR = 3.72 and 3.57). Urban youth were more likely to recall specific campaign messages on the radio (OR = 1.58). Neither suburban nor urban youth differed from the rural youth on whether the campaign-specific radio and television ads made them think about not using tobacco. The results support the need for targeting antitobacco media announcements to youth, based on their residence.

Marital Strife May Keep Wounds From Healing

Marital Strife May Keep Wounds From Healing

Televising sin: efforts to restrict the televised advertisement of cigarettes and alcohol in the united states, 1950s to 1980s

Near the end of 2001, the National Broadcasting Company announced a departure in its advertising policy: the network would effectively break the taboo against spirits advertising on television by a...

Lutando contra a AIDS entre meninas adolescentes: os efeitos da Campanha de Carnaval de 2003 do Ministério da Saúde do Brasil

In 2003, the Brazilian Ministry of Health launched a nationwide campaign aimed at promoting condom use by adolescent girls. The "Carnival Campaign" was broadcast on television and radio from February 16 to March 3 and targeted adolescent girls (13-19 years), a group which had shown an increase in the number of cases of AIDS and other sexually transmitted diseases. The MoH hired Kelly Key, a Brazilian pop singer, to star the television and radio ads and deliver the campaign message. One of the objectives was to empower girls and encourage them not to be ashamed of purchasing condoms or of demanding that their partners use them. The article presents the results of a nationwide survey with 1,006 adolescent girls in 86 municipalities, sponsored by the MoH. The results show that campaign materials reached the main target public and were evaluated in a very positive light. Finally, the survey data show that the Carnival Campaign had important effects, stimulating discussions in the adolescent social environment and reinforcing positive attitudes towards condom use.

Take the Pause That Refreshes While Attending APA's Institute

Back to table of contents Previous article Next article APA InstituteFull AccessTake the Pause That Refreshes While Attending APA's InstituteJoan Arehart-TreichelJoan Arehart-TreichelSearch for more papers by this authorPublished Online:20 Aug 2004https://doi.org/10.1176/pn.39.16.0390020What brings about more nostalgic sighs than those wrought-iron Coca-Cola chairs or a plump Santa chugalugging a bottle of Coca-Cola?,Yes, we're talking about memorabilia of that world-famous brew—Coca-Cola.And where can you see, touch, and catch whiffs of such ancient treasures? At the World of Coca-Cola in Atlanta, when you are in town for APA's Institute on Psychiatric Services.It all started in 1886 when a Philadelphia-educated pharmacist and Atlanta resident named John Pemberton decided to enter a local market for soda fountain tonics that promised health benefits of one kind or another. He concocted a drink from the extracts of the coca leaf and kola nut, both stimulants, a combination that wasn't changed until 1905.During APA's institute, the World of Coca-Cola will be open Monday to Saturday, 9 a.m. to 5 p.m. and Sundays 11 a.m. to 5 pm©1996, Kevin C. Rose/AtlantaPhotos.comThe resulting potion was a thick, caramel-colored syrup that was supposed to help a person's brain and nerves function better. He poured some of the syrup into a jug and took it to Jacobs Pharmacy in Atlanta, and the pharmacy then made a fountain drink of the syrup by mixing it with water. The drink was sold to customers for a nickel a glass. Coca-Cola was born.By the end of 1886, Pemberton had sold 25 gallons of Coca-Cola for a sum total of $50. In 1887, because of his poor health, he started to sell off his Coca-Cola company. By 1891 a druggist and businessman named Asa Candler had acquired total control of it. In 1893 Coca-Cola became a patented product in the United States. In 1919 Candler sold the company for $25 million to a consortium headed by an Atlanta businessman named Ernest Woodruff.As the 20th century moved on, Coca-Cola became a much-sought-after beverage not only in the United States but in many other countries as well. Today Coca-Cola is the world's most popular soft drink. Cokes can be purchased in more than 200 countries across the globe, and Cokes are served nearly one billion times a day.In 1990 the Coca-Cola Company opened a museum designed to celebrate its world-famous soft drink. The museum, called the World of Coca Cola, is located in the tourist area of Atlanta, adjacent to Underground Atlanta; it is very close to where the first Cokes were sold in Jacobs Pharmacy.The museum consists of a three-story pavilion, where visitors can move at their own pace through exhibit galleries. There are fascinating Coke memorabilia, radio and television ads, and a fanciful Coke-bottling process. An old-fashioned soda jerk demonstrates how an early Coke was prepared.©1996, Kevin C. Rose/AtlantaPhotos.comYou can visit “Tastes of the World,” an international sampler of soft drinks distributed by the Coca-Cola Company outside the United States. There is even a futuristic soda fountain.The World of Coca-Cola is located at 55 Martin Luther King Jr. Drive. The phone number is (770) 578-4325, and its Web site is<www.woccatlanta.com>.▪ ISSUES NewArchived

The Effects of Musical and Voice “Fit” on Responses to Advertisements1

Research on musical “fit” suggests that listeners might recall more of a radio advertisement if it features musical/voice content that corresponds with features of the advertised brand. This is because the music/voice should prime certain aspects of listeners' knowledge. Two studies were carried out to test this, each involving 5 specially prepared radio ads. The first indicated that musical fit enhanced recall of the products advertised, the brands advertised, and specific claims made during the course of the ad copy; and also participants' ratings of liking for the ad and likelihood of purchasing the advertised product. A second similar study considered voice fit and found that this could also promote recall of specific product claims and lead to higher ratings of liking for the ad and likelihood of purchasing the advertised product. These results confirm that both musical and voice fit can prime certain aspects of listeners' knowledge and also increase liking for ads, such that it might improve knowledge‐based and affective responses to advertising. The theoretical implications of this are discussed in terms of the concept of involvement and what precisely is meant by musical/voice fit.

Representing IT: Embodying the Electronic Economy

A general theme in this paper is how IT is represented in the electronic economy through visual images in marketing communications. The human body and how it functions to represent technology is a central concern, and we draw on recent work in marketing, photography, and management studies to situate bodily images within the marketing of the electronic economy. We focus on the cultural interactions between technology and marketing communications by identifying an important communicative theme in contemporary ad campaigns. We present an illustrative, cross-media selection of contemporary print, radio and TV ads for products such as Ericsson mobile phones, Sony digital appliances, and Sun Microsystems servers, and theorize how marketing communicates and embodies the electronic economy. We argue that such ads open up a window of how the IT is represented in the electronic economy. How such representation reflects conceptions of technology and how the human body assumes an increasingly central position in such communication and marketing ventures. Further, we speculate on the broader significance of the body in marketing imagery, particular when it is recruited to signify technological progress and information technology products. The use of the body in these advertising images helps shape consumers' imaginations about what technology is and what it can do for them.

Cost Effectiveness of Mass Media in Health Promotion Campaigns

1467 Many interventions are limited health educators delivering messages to motivated volunteers. Incorporating high doses of paid television, cable, radio, and newspaper ads into health promotion interventions using theory-based, targeted messages in population campaigns improves both intervention and cost effectiveness despite seemingly high mass media costs. PURPOSE: To determine the cost effectiveness and impact of 6- to 8-week population, media-based health promotion intervention approaches using different mass media mixes and different messages. METHODS: Campaigns promoting walking 30 minutes a day (Wheeling Walks) and switching from high- to low-fat milk (1% Or Less) were conducted in medium-sized television media markets of 278,000 to 418,000 viewers. Different mixes of paid ads, public relations, and community public health activities were trialed to determine behavior change and cost effectiveness. RESULTS: Walking increased in the target population by 14% and low-fat milk market share increased by up to 38% as a result of the interventions. Of the four 1% Or Less low-fat milk campaigns, the paid media combined with public relations showed the highest cost effectiveness. This media-based approach cost $0.57 per person who switched from high- to low-fat milk compared to the traditional health educator centered approach, which cost $17.43. Walking was promoted among the 418,000 television viewers for $0.35 per person. CONCLUSIONS: Mass mediabased campaigns with theory-based, targeted messages were successful in changing health behaviors. Cost-benefit of such campaigns is favorable. Combining extensive paid advertisements with public relations appears to be more cost effective than other approaches.

Cost Effectiveness of Mass Media in Health Promotion Campaigns

1467 Many interventions are limited health educators delivering messages to motivated volunteers. Incorporating high doses of paid television, cable, radio, and newspaper ads into health promotion interventions using theory-based, targeted messages in population campaigns improves both intervention and cost effectiveness despite seemingly high mass media costs. PURPOSE: To determine the cost effectiveness and impact of 6- to 8-week population, media-based health promotion intervention approaches using different mass media mixes and different messages. METHODS: Campaigns promoting walking 30 minutes a day (Wheeling Walks) and switching from high- to low-fat milk (1% Or Less) were conducted in medium-sized television media markets of 278,000 to 418,000 viewers. Different mixes of paid ads, public relations, and community public health activities were trialed to determine behavior change and cost effectiveness. RESULTS: Walking increased in the target population by 14% and low-fat milk market share increased by up to 38% as a result of the interventions. Of the four 1% Or Less low-fat milk campaigns, the paid media combined with public relations showed the highest cost effectiveness. This media-based approach cost $0.57 per person who switched from high- to low-fat milk compared to the traditional health educator centered approach, which cost $17.43. Walking was promoted among the 418,000 television viewers for $0.35 per person. CONCLUSIONS: Mass mediabased campaigns with theory-based, targeted messages were successful in changing health behaviors. Cost-benefit of such campaigns is favorable. Combining extensive paid advertisements with public relations appears to be more cost effective than other approaches.

The Impact of Perceived Humor, Product Type, and Humor Style in Radio Advertising

This study extends the existing humor research by exploring the connection between perceived humorousness, humor style and product type on consumer perceptions of radio ads and brands advertised. Radio ads were tested using either incongruity or incongruity-resolution (humor type) with higher and lower risk products. The results show that incongruity-resolution was seen as humorous by significantly more respondents than incongruity. However, the perceived humorousness overwhelmed the type of humor tested and product risk for important dependent measures. To gain a positive impact on attitude toward the ad and brand; the ads must be perceived as humorous. Though this result seems obvious, there have been few studies that have explicitly tested its importance. In fact, the results suggest that humor findings previously attributed to product factors may be artifacts of perception of humor. Further audience response analysis provides insight to the advertising dimensions associated with perceived humor. The research reveals the risks associated with failed humor and the need to pretest and monitor humor perceptions among varied key audiences.