Brand personification in radio advertising

| January 1, 2018

article image
: As a form of brand personification, this article analyses the presence of the figure of the spokesperson in its various forms and their use in radio advertising. Methods: Quantitative content analysis has been performed on the advertising spots broadcast by the 12 national commercial radio stations with the highest audience shares in Spain (of which three are full-service and nine are themed stations). The sample of adverts featuring spokespeople was composed by 3,890 units. The type of spokesperson has been correlated with other variables such as the type of advertiser, product category, type of message and subject pronoun. Results and conclusions: Radio, as a medium, is more inclined to make use of voices representing low-profile personalities to the detriment of celebrities who are featured in advertising in other media.

Spotlight

Propaganda Agency Ltd

We are a prominent strategic and creative brand consultancy. For over two decades we’ve stood shoulder to shoulder with our clients – building their brands and reputations, changing their markets, and transforming their fortunes with proven, research-led models.

OTHER ARTICLES

How to Use Innovative Technology in Advertising and Marketing

Article | February 26, 2020

Everyday new technology trends emerge that challenge businesses to keep up their advertising tactics. If they fall behind, they risk losing thousands of customers to competitors. Brand growth is dependent on innovative marketing tactics. With social media and e-mail, it is easy to do the bare minimum. But it’s a much harder undertaking to captivate an audience with a creative ad. So, how do you accomplish this? If you want to stand out from the crowd, follow this guide for using the latest technology to propel your ad campaigns. Before diving into our guide, we want to cover what it means to stand out. Breaking away from the mold means everything from finding new ways to share marketing in VisualLed display screens to expanding payment options with wireless card payments. Technology in advertising means finding creative ways to get your message to customers in a digestible format. You can accomplish this with these tips:

Read More

Dominate with Branding and Advertising in Your Business in 2021

Article | June 20, 2021

So, you have created a great product or service but still it’s not giving back the result you were expecting. The point here is, no matter how much you publicize the greatness of your product or service, that alone won’t guarantee success. In the consumer marketplace, you must also establish a unique, memorable, trustworthy profile by capturing consumers’ attention. The key to accomplishing this is Branding and Advertising. The advertising industry is made of companies that advertise, agencies that create the advertisements, media that carries the ads, and a host of people like copy editors, visualizers, brand managers, researchers, creative heads and designers who take it the last mile to the customer or receiver. Let’s see the difference between Branding and Advertising, and then, we’ll see what is Brand Advertising.

Read More

Mobile Advertising is Booming in APAC While Efforts Increase to Combat Fraud

Article | February 28, 2020

Mobile ad spending increased by almost 20% in the APAC region throughout 2019 with forecasts predicting it will surpass over $106 billion in 2020. Although the mobile advertising market is thriving, APAC still suffers from high rates of fraud, as well as issues with viewability measurement. As an industry, we need to continue pushing each other to implement robust anti-fraud awareness programs and technologies throughout the region. There are currently three significant programs having an impact on combating mobile and in-app advertising fraud and improving viewability measurement globally. Let’s explore how these are stacking up in the fast-growing APAC market.

Read More

Can publishers alliances be the future for digital advertising?

Article | March 3, 2020

InfoSum's Richard Foster argues for a new approach to data that ensures a flexible and collaborative working relationship between publishers and advertisers, without the hang-ups associated with ID alliances as they currently exist. The digital giants had a bumpy ride in 2019, facing fines for anti-competitive behavior and continued scrutiny over data privacy. But this doesn’t appear to have hindered the big three, Facebook, Amazon and Google, which are expected to account for 70% of digital advertising spend in the US in 2020. For media owners, competing with the mega-platforms has always been a challenge. Many elected to work with the big players; and now find themselves dealing with tighter and tighter browser restrictions.

Read More

Spotlight

Propaganda Agency Ltd

We are a prominent strategic and creative brand consultancy. For over two decades we’ve stood shoulder to shoulder with our clients – building their brands and reputations, changing their markets, and transforming their fortunes with proven, research-led models.

Events