Abstract
Previous studies have shown that prior exposure to printed advertising leads to increased liking of advertising material, independent of explicit memory. This study examined whether such an effect occurs with radio advertising and whether the magnitude of the effect is related to duration of the advertisement or its frequency. Participants were incidentally exposed to a 30-min. radio show within which were embedded 10- and 30-sec. advertisements. The 10-sec. advertisements were presented once, twice, or three times. Participants subsequently rated target and filler advertisements. There was clear evidence of a positive shift in attitudes towards previously exposed advertisements but mixed results for frequency and duration.
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