Emotional or informative? Creative or boring? The effectiveness of different types of radio commercial

On the basis of 17 characteristics of 100 Belgian radio commercials (amount of information and brand quotes, humour, emotionality, eroticism, music, actionimpulse, and so on), three types of radio spot were identified: image-dominant and emotional/creative spots, information-dominant and emotional/creative spots, and information-dominant and non-emotional/not creative spots.

Emotional or Informative? Creative or Boring?

The Effectiveness of Different Types of Radio Commercial

Wim JanssensUniversity of Antwerp

Patrick De PelsmackerUniversity of Antwerp Ghent University

INTRODUCTION

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