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首页> 外文期刊>International Journal on Media Management >Radio's Clutter Conundrum: Better Memory for Ads, Worse Attitudes Toward Stations
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Radio's Clutter Conundrum: Better Memory for Ads, Worse Attitudes Toward Stations

机译：广播混乱的难题：广告记忆力增强，对电台的态度更差

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摘要

An experiment examined effects of increasing the number of advertising pods in radio. With the number of commercials kept constant, participants heard ads in 1 or 3 pods. Those exposed to the cluttered condition (i.e., 3 pods) reported the ads as more excessive and the commercial breaks more disruptive than those exposed to 1 pod. Clutter participants self-reported greater irritation than those hearing only 1 pod. This was supported by more frequent skin conductance responses in the clutter condition. However, other physiological measures suggested more cognitive resources were applied during the cluttered condition. Free recall and recognition were greater in the cluttered condition, although the latter not significantly so. Results are discussed in terms of the trade-offs management must make in deciding how to schedule advertising breaks in today's competitive radio marketplace.
机译：一项实验研究了增加广播中广告播客数量的效果。在广告数量保持不变的情况下，与会人员在1或3个广告连播中听到了广告。那些处于混乱状态（即3个广告连播）的广告商报告的广告比暴露于1个广告连播的广告更为过多，广告中断的破坏性更大。与只听过1个豆荚的人相比，杂波参与者自我报告的刺激性更大。在杂乱状态下，更频繁的皮肤电导反应支持了这一点。但是，其他生理指标表明，在混乱的情况下，应使用更多的认知资源。在混乱的情况下，自由召回和识别更大，尽管后者并不明显。在决定如何安排当今竞争激烈的广播市场中的广告时段时，必须权衡取舍，讨论管理结果。

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