Time-Compressed Speech in Radio Advertising

It is now possible, using electronic techniques, to speed up a radio commercial without a perceptible change in general voice quality. Results of experiments reported here suggest that radio advertisers might achieve a heightened impact, and require less time for their messages, if they use electron...

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Bibliographic Details
Published in:Journal of marketing 1979-01, Vol.43 (1), p.30-36
Main Authors: LaBarbera, Priscilla, MacLachlan, James
Format: Article
Language:English
Subjects:
Advertising media
Advertising rates
Brands
Broadcasting
Commercial music
Commercials
Cost analysis
Cost reduction
Effectiveness
Increases
Innovations
Language comprehension
Learning rate
Listening
Marketing
Radio advertising
Radio commercials
Reduction
Television commercials
Time
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Summary:It is now possible, using electronic techniques, to speed up a radio commercial without a perceptible change in general voice quality. Results of experiments reported here suggest that radio advertisers might achieve a heightened impact, and require less time for their messages, if they use electronic speech compression.
ISSN:0022-2429
1547-7185
DOI:10.1177/002224297904300103