Why Shorter Advertisement Breaks Reduce Radio Advertisement Avoidance: When It Comes to Radio Advertising, Less Is More

Low-clutter radio stations have shorter advertisement breaks to attract listeners, increase advertisement effectiveness, and potentially reduce mechanical advertisement avoidance (i.e. switching stations). This research introduces a two-factor theory explaining why mechanical advertisement avoidance...

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Bibliographic Details
Published in:Journal of advertising research 2024-06, Vol.64 (2), p.175-191
Main Authors: Michelon, Aaron, Bellman, Steven, Faulkner, Margaret, Cohen, Justin, Bruwer, Johan
Format: Article
Language:English
Subjects:
Advertisements
Radio stations
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