Radio is becoming increasingly popular as an advertising medium. At the same time, more and more companies are integrating direct marketing in their communication strategies. Considers the influence of the day of the week, the time of the day, the position of an ad in the commercial break, the length of the commercial break and the type of the preceding program on two effectiveness measures: responses per rating point and responses per cost using a field experiment. A total of 111 commercial spots, covering two campaigns, were broadcast on two radio stations in The Netherlands. Tobit analysis is used to test the influence of the different variables. The most effective direct response radio commercials are those broadcast on Monday, Tuesday and Wednesday and those broadcast between 2.00 p.m. and 4.00 p.m.
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1 February 2000
Research Article|
February 01 2000
The effectiveness of direct response radio commercials: Results of a field experiment in The Netherlands
Peter C. Verhoef;
Peter C. Verhoef
Department of Marketing Management and Tinbergen Institute, Erasmus University, Rotterdam, The Netherlands
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Janny C. Hoekstra;
Janny C. Hoekstra
Department of Marketing Management, Erasmus University, Rotterdam and Department of Marketing and Marketing Research, University of Groningen, The Netherlands, and
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Marcel van Aalst
Marcel van Aalst
Erasmus Food Management Institute, Erasmus University, Rotterdam, The Netherlands
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Publisher: Emerald Publishing
Online ISSN: 1758-7123
Print ISSN: 0309-0566
© MCB UP Limited
2000
European Journal of Marketing (2000) 34 (1-2): 143–155.
Citation
Verhoef PC, Hoekstra JC, van Aalst M (2000), "The effectiveness of direct response radio commercials: Results of a field experiment in The Netherlands". European Journal of Marketing, Vol. 34 No. 1-2 pp. 143–155, doi: https://doi.org/10.1108/03090560010306250
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