Abstract
The paper analyzes whether humor in radio advertising aids the listener in comprehension and recall. The author discusses past experimental studies that look at the effect of humor in advertising upon source credibility, comprehension, and audience preference, and compares them to the author's own method of experimentation.

From the Paper:

"The use of humor in radio advertising is not a new concept. Every year millions of dollars are spent in the development and execution of humorous advertising in the United States. It is a tool that advertisers and radio stations have been using for years to grab the attention of their listeners. They use humor to help them place a product image in the listeners mind, but does this technique really work? Advertisers use humor appeals in radio advertising in order to differentiate a product whose advertising faces a heavy amount of corporate noise. The use of humor, some advertisers feel, can help listener recall, and attitude toward the brand. Humor, however, is hard to conceptualize or put into operation."?

Tags:commercial, study, comedy, comprehension, recall, product

Abstract
The paper describes the study "The Effectiveness of Direct Response Radio Commercials," where the researchers used two different ad campaigns and aired them on different Dutch radio stations. The paper critically examines the dependent and independent variables and the sampling used. The paper concludes that since the study was limited in its scope, it is limited in its usefulness to the broad market, but it is still a good starting point for future research.

From the Paper
"The researchers decided to do an initial test in an area which they felt was a new area of research, direct response radio advertising. Some research had been conducted on direct response television advertising, and this provided some of the basis for their study. The researchers first defined "direct response", based on the previous studies.
"To conduct the study the researchers used two different ad campaigns and aired them on two different Dutch radio stations. The stations served different geographic regions but had similar audience demographics. The researchers chose three independent variables to study. They chose to study the day of the week, time of the day and the ad placement within the break. These variables were the three that the researchers felt would have the most impact based on previous research. They also felt that the length of the break may affect the results, but they were unable to control that variable. The researchers used two measures in this study - responses per rating point and responses per DFL 1000 media costs."

Tags:variables, sampling, assessment, subjects

Abstract
The paper shows how radio advertising created a demand for certain modes of dress, entertainment and music at the same time as it worked to produce a society more pliant to powerful interest groups. The paper discusses how the radio also served to perpetuate stereotypes that marginalized some groups while elevating others. The paper concludes that American popular culture - even to this very day - owes at least part of its nature to the old-fashioned radio.

From the Paper
"One of the most significant things that radio did for American popular culture was to make the siren call of that culture more pervasive than ever before. That is to say, before the advent of the radio, people could really only be exposed to the newest fad, fashion or technological product by venturing outdoors, by permitting a door-to-door salesman into the house or by purchasing a subscription to the local newspaper. However, because radio did not require anyone to leave the home in order to be inundated with advertising promos, did not require that someone admit a stranger into their residence or did not even require that someone be able to read the printed word, radio became an extraordinarily effective means of "commodifying" popular culture even more than it already was."

Tags:broadcasting, promotions, consumers, products, entertainment, stereotypes

Abstract
This paper describes how 1930s radio impacted Americans, including FDR's fireside chats, programs like Amos 'n' Andy, and the War of the Worlds broadcast.

From the Paper
"America in the 1930s was still reeling from the crash of the stockmarket and the resulting Great Depression that began in 1929 and that by 1930, had caused one-third of the country's population to become unemployed. This backdrop made radio a much more important component of American life than before, and Radio infiltrated all aspects of American life, filling it with music, news, entertainment and advertisements. Unlike the medium of newspaper..."

Tags:radio, 1930s, FDR, Amos 'n' Andy, advertising, War of the Worlds, Orson Welles

Abstract
This paper examines how the economic downturn has impacted Sirius XM radio, a station that was known as a premium subscription radio service, and charged a modest fee to its listeners. The paper describes XM, and how it was part of a larger consumer trend. It also discusses the original business model, which was developed in better economic times. Then, the paper addresses how the station intends to recover following its significant loss of advertisers due to the credit crunch. It also explores the stations bankruptcy filing and how the station stands to lose major talent. The paper concludes by noting that XM radio did not follow the cable TV model, and therefore has not been a success.

From the Paper
"To be fair to its founders, the concept of premium subscription radio services was born in a very different economic climate. Cheerfully disregarding the early naysayers, XM Radio founder Hugh Panero pointed out that once upon a time, people prophesized that cable television would never 'take off' but with the right type of broadcasting, it did, most notably HBO. XM boasted 68 commercial-free music channels, 21 traffic and weather channels, five or six news channels including Fox and CNN, when it was first launched. In 2005, Panero said: "It really is about just delivering quality content. And clearly, having 22 minutes of commercials on a local radio station--mostly talk, very little music and not the music you want to hear in many cases because it can't be supported by the economic model of a radio station--has basically drawn people to other alternative forms of getting content they want, whether it be satellite radio, whether it be, you know, iPod, whether it be the Internet, and we're just part of the revolution that's going on to satisfy the needs of people who want content when they want it in a very convenient way" (Smith 2005). The theory was that downloadable music had made consumers impatient with advertising, thus satellite radio would be the preferred alternative to listen to sports, music, and informative programming in cars."

Tags:talk radio, premium stations, satellite radio

Abstract
This paper provides an overview of the available advertising media of the 1920s in America. It looks at the typical goods and styles advertised during this time and evaluates how such ads reflected the larger issues of the 1920s. An analysis of the lifestyles, economy, social norms, technologies, and communications reflected in the ads from this era is followed by a summary of the research in the conclusion.

From the Paper
"While the graphic images presented in advertising in the 1920s were dominant, there were always messages underneath them that promoted the goods and services. According to O?Barr, this secondary discourse depicts some of our culture's most pervasive ideas about other people and the circumstances of their lives. "These images help construct for their intended audience ideas about those who are defined as outside that audience. In addition to the images of other people and their cultures that appear in advertisements for travel to other countries, a remarkable number appear in situations where the imagery of other cultures is borrowed to make selling pitches for products quite unrelated to the people and/or cultures depicted" (O?Barr, 1994, p. 45)."

Tags:camera, copyright, flapper, installment, motion, pictures, plan, print, radio, roaring, television, twenties

Abstract
This paper looks at the transition from local ad agencies to global conglomerates. These new mega firms, as the author explains, are responsible for creating world-wide advertising campaigns that must have universal appeal, while also maintaining local relevance. The author examines a number of case studies based on international companies seeking to promote themselves from Europe to the Far East. The paper analyzes what campaigns worked -- and why -- and how ad agencies are able to position themselves as global agents.

From the Paper
"Reality, however, varies from Germany to Australia, from Japan to Italy. So does make-believe. In order to be truly global (and yet, at the same time "local") one has to understand what works in each nation, what attracts potential customers, and where is that attraction? It is this notion of "going global" that has changed the face and the fate of American Advertising Agencies."

Tags:marketing, sales, conglomerates, ads, TV, radio, print, campaigns, world-wide, universal, international, local

Abstract
This paper discuses Replay Radio's product life cycle, channel management, an advertising plan and price, promotional and public relations strategies. The author points out that, during the launch phase, XM's marketing team should follow a skimming price strategy because of their competitive advantage and limited product availability. The paper relates that the pricing strategy for Replay Radio should be sales-oriented objective, which seeks some level of unit sales, dollar sales or share of market goal without referring to profit. The author recommends an initial promotion schedule starting the first of August so that the company can catch the height of sports, shopping and new releases for television shows and the music tour calendar. The paper suggests a public relation campaign by promoting technological sharing with the other satellite radio system Sirius, to assist in growing the industry market.

From the Paper
"The second phase is growth, during this phase of the product's life cycle the product tends to become more profitable and competitors tend to become more attracted to the market. Companies tend to start forming alliances, and more money is put into the advertising the product. Replay radio should be in mass production at this point of the life cycle and be marketed to manufacturers worldwide. The third phase is maturity; products that tend to survive the early phases normally spend the longest in this particular phase. Sales tend to grow at a decreasing rate then stabilize and price wars begin with the competition and promotion of the product becomes more widespread."

Tags:advantage, trend, record, retailers, demos

Abstract
This paper examines the content of two radio stations in Toronto, Ontario. Analysis and comparison includes the type of music, radio hosts, language, advertising, target audience and its general image. Suggestions for increasing their audience are also included.

Abstract
This paper explains that direct-to-consumer advertising is considered to be a powerful marketing tool and to be a helpful service for patients who wish to be informed about their options and be active in their own treatment; however, direct-to-consumer advertisements for prescription medications may hinder effective health care in several ways including reducing doctor-patient communication. The author concludes that the analyzed commercials for Allegra D to treat allergy symptoms and an unnamed cholesterol-fighting drug did adhere to the FDA guidelines. The paper states that these gimmicky commercials are not actually informative to the general public; they are simply a tool used by the medication companies to benefit from the consumerist impulses of the population.

From the Paper
"Direct-to-consumer advertising is a phenomenon of the past couple of decades. The FDA has set guidelines for drug companies to follow that are intended to prevent consumers from being taken advantage of by misleading advertisements. All commercials must use words that common people can understand, without using advanced or complicated vocabulary that would require higher education or specialized training to decipher. Most of these commercials have to state a great deal of information about the product, including intended uses and common side-effects, as well as providing means for consumers to get more information about the product that would include all of the labeling that the FDA requires for the drug. However, the commercials that were observed were exempt from these guidelines because they were brief "reminder" or "help-seeking" ads."

Tags:information, understandable, gimmicky, consumerist, direct-to-consumer