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This research analyzes how ad formats are incorporated into the structure of radio programming and provides a scheme for classifying advertisements in light of the overall organization of the radio programming schedule.

This chapter consists of three parts. The first part presents the main ad formats aired on the radio. The second discusses the challenges for classifying ad formats based on the characteristics usually employed in most studies. Finally, the third part of the chapter proposes a new taxonomic basis for the classification of radio advertising. Scholars from Spain and the United States provide the theoretical framework that serves as a main foundation for this work. However, Brazilian data forms the empirical basis for the classification of the ad formats in this research.

The approach moves the description of ad formats from an individual definition of each type of announcement – the ad formats – toward a broad analysis of radio advertisements, which groups the set of compositions in ad meta formats. The meta formats are distinguishable by the distribution mode or insertion mode of the ads in the radio programming.

The chapter presents an original taxonomy, which allows the development of a general framework regarding the advertising typology aired on the radio.

Future research could use this taxonomy to attend to the new landscape created by the changing electronic media and its influence on the analog radio programming.

This paper aims to describe the development of forms of advertising on radio and internet when they were new media and propose a model of periodization through which the two histories can be understood and appreciated.

Two narrative histories were constructed based on data collected from numerous public and private, historical and contemporary and primary and secondary materials. The methodology of New Historicism informed the research.

When the two histories are viewed through the model, many similarities in terms of milestones and markers become apparent.

Perhaps when the next new electronic mass medium is invented, a future researcher may look back on this model and consider whether it applies.

For practitioners who consider history a relevant source of knowledge and inspiration, this research offers a way of organizing and understanding the history of internet advertising.

Today’s consumers, especially Millennials, continue to seek to avoid advertising on the internet. The use of ad blockers poses a significant threat to the business models of online content providers. This research demonstrates that resistance to advertising is nothing new and that it may be, in the end, futile.

The model is an original creation, based on an original view of history, and offered as a lens through which to understand this history.

Focusing on the early development of the three major forms of local advertising employed by independent department stores across the USA – newspapers, radio, and television – this paper examines continuity in the industry's commercial use of new technologies.

The research draws on different types of primary sources, including department store financial records and correspondence, retailing trade literature, industry publications, newspaper advertisements, and radio advertisement transcripts.

The local and regional markets of the independent department store, and to some extent, department store chains, required local advertising, something best served by newspapers in the period under study. While many retailers embrace the commercial potential of radio and television as they appear in the 1920s and late 1930s, respectively, others are reluctant to divert their advertising budget away from newspapers. Trade writers for the department store industry and radio and television reveal tension between the National Retail Dry Goods Association, with its progressive orientation and professionalizing goals, and the more traditional merchants these experts are trying to modernize. The paper also suggests, perhaps as a subject for future research, that as radio and television lost their local orientation and became increasingly commercialized and national, independent department store advertising would not have been able to compete with department store chains.

Although much has been written about national advertising, cultural, and business historians have conducted little research on local advertising, the type typically employed by independent department stores. This paper provides an introduction to the three major advertising formats most often used by independent department stores as each medium first emerged as a potential selling tool.

The purpose of this research is to determine the relationship between frequency and recall in radio advertising by studying the main features of reach and frequency.

The authors consider the outcome of a frequency model specifically designed for radio campaigns that gives the probability distribution of recall as a function of weekly exposures and GRPs over a dataset of 1,117 radio campaigns broadcast in Spain.

An increase in factors such as advertising format and creativity are more significant to achieve effective recall than increasing the number of advertising exposures.

This study has important managerial implications regarding radio campaigns' planning: (1) Effective frequency is a range between 4 and 17 impressions (being 7 the optimal average). (2) The way to optimize the campaign is by using the following factors: live read format (∆ 4.4%), good creativity (∆ 2.8%), endorsement format (∆ 2%), sponsorship format (∆ 1.8%), increase the length of the spot (∆ 1.5%), place the ad in first (∆ 0.8%) or last (∆ 0.7%) positions in the pod. From the results we conclude that the format is at least as important as the creativity itself.

This study contributes to the effective repetition literature in two ways: giving specific clues to the effective frequency in the radio medium and setting advertising factors that predict the effective frequency in radio.

Radio broadcasting is a fragmented industry — one in which many of the local stations are small, and stations have little chance to establish a dominant market share. Since there are many such fragmented manufacturing and service industries in the U. S., and competitive tactics to gain market share are not always successful in such industries, we'd like to offer a different strategy: cooperation. We'll illustrate how it's done, using a case history describing the cooperative effort of the New York Market Radio Broadcasters Association (NYMRAD) — the trade association of the New York Metropolitan Area radio stations. Its members worked together to increase the total market through development of unexploited niche groups of advertisers. In less than two years, this plan has added significantly to total New York radio station advertising revenues.

Advertising effectiveness depends on good media selection. Media decisions are typically based upon consummatory, or usage, measures. Though perceived usefulness (instrumental media behaviour) is generally not a consideration, consumers′ perceptions of media types as useful have definite implications for advertising and promotional decisions. Moreover, perceived usefulness of a media type cannot simply be inferred from usage data. This study examines both the reported use of and perceived usefulness of media categories. Though newspapers were reported by respondents to be the most useful media type, the relationship between amount of use (consummatory) and perceived usefulness (instrumental) was strongest for magazines and radio. Findings suggest that television advertising may have less impact, and radio advertising greater impact than often assumed. Findings also suggest a segment of instrumentally prone media users.

Discusses how basic differences between services and products may affect advertising strategy and tactics. Examines a large number of broadcast radio adverts to study the information strategy used in service and product advertisements. Posits that the information commonly used in adverts for services and products was found to differ sharply. Presents one rationale for these information differences using concepts from the services literature. Offers suggestions for improving broadcast advertising effectiveness for service marketers.

Outlines Mexican law as it relates to advertising to children: the Federal Law on Radio and Television, the Federal Health Code, and the Federal Consumer Protection Law, plus three major ethics codes which cover advertising and are promulgated by the Communications Council, the Mexican Communication Industry Confederation, and the Mexican Association for Advertising Agencies. Lists the general rules for advertising to children, which pay attention to their credulity, and to the need not to offend national or family values, or to encourage harmful activities. Moves on to the special rules for radio and television, which limit the amount of time devoted to advertising and put restrictions on its content, and to provisions of the statutes on advertising of alcohol, tobacco, pharmaceuticals, and adult‐oriented topics.

The development of radio in the US shows the debates about how the new medium of communications should be controlled and financed. Generalisations about capitalist business ethics having uncontested sway in creating an advertiser‐supported, private‐sector medium rest on ignorance of the concerns aired in the press during the 1920s. However, the final outcome in the US did depend on a reliance on advertising to pay for the medium.

This study aims to analyze the impact of radio advertisements on urban commuters towards buying behaviour in retail stores and attempts to determine the role of radio advertising on dissemination of information on the sales promotions. The impact of radio advertisements on the store choice and buying preferences are analyzed based on empirical investigation.

This study is based on the empirical investigation of urban commuters who acquire information on sales promotion by listening radio advertisements during travel time. The sample respondents selected for the study frequently commute to their workplaces from the residential areas located in the southern, northern and suburban habitats in Mexico City. Data were collected by means of personal interviews during 2007‐2009 in different festival seasons broadly categorized as three seasons: April‐June (Spring sales following the occasions of Easter vacations, Mother's day and Father's day), July‐August (Summer sales) and November‐January (Winter sales following prolonged Christmas celebrations), when retailing firms including supermarkets, departmental stores and shopping malls advertise sales promotions frequently on radio.

The study reveals that shopping behaviour of urban consumer at retail stores in response to radio advertisements is highly influenced by the physical, cognitive and economic variables. Radio advertisements propagating promotional messages on sales of products have quick response to the supermarkets and department stores. Listeners of radio commercials are attracted towards advertisements, which are more entertaining while disseminating the message. This study on impact of radio advertisements on consumer behaviour revealed that advantage shopping at retail stores in response to radio advertisements is highly influenced by the physical, cognitive and economic variables.

A large number of people listen to radio while commuting in urban areas and respond to the broadcast of various commercial messages. There are limited studies available on radio advertisements and their socio‐economic impact. This study contributes to the existing literature on the subject.