...Ana Pedreño-Santos; Jesus Garcia-Madariaga Purpose 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. Design/methodology/approach The authors consider the outcome of a frequency...

...Mark Toncar; Jane S. Reid; Cynthia E. Anderson Purpose The purpose of the paper is to investigate the consequences of using national celebrities, local celebrities and disaster victims as spokespersons in a public service radio announcement (PSA) soliciting contributions for victims of Hurricane...