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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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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cited_by cdi_FETCH-LOGICAL-c2031-818de57be942df3d10edc588c0d27673a047f271a12c87a52bfb6f19b1180efe3
cites cdi_FETCH-LOGICAL-c2031-818de57be942df3d10edc588c0d27673a047f271a12c87a52bfb6f19b1180efe3
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container_title Journal of marketing
container_volume 43
creator LaBarbera, Priscilla
MacLachlan, James
description 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.
doi_str_mv 10.1177/002224297904300103
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identifier ISSN: 0022-2429
ispartof Journal of marketing, 1979-01, Vol.43 (1), p.30-36
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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
title Time-Compressed Speech in Radio Advertising
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