The theater of the mind: A study of radio as an advertising media - and the impact of creativity

Gitte Johansen

Studenteropgave: Kandidatafhandlinger


The subject of this thesis is to investigate the potential of radio as an advertising channel, and how advertising creativity can improve and help to develop this potential in order to reform the conditions for commercial radio in Denmark. As this thesis is situated among the listeners, they are also the main judges. Their opinions have been collected by conducting a focus group and two surveys. The foundation of the study is further strengthened by implementing a theoretical framework which consists of relevant theory within the area of the attention economy, general creativity and advertising creativity and its effect etc. The analysis is based upon the following two hypotheses:  Hypothesis 1 (H1): The level of creativity is modest within the majority of Danish radio commercials but increased advertising creativity will positively affect all stages of the hierarchy of effects.  Hypothesis 2 (H2): Most people have a negative attitude towards radio commercials, and they avoid them. But advertising creativity can provide a change of mind hence making people more positive towards radio commercials and decrease ad-avoidance. My findings have been able to verify H1 and the first part of H2; however my results are restrained by the fact that the number of respondents and radio commercials is narrow. Therefore, the second part H2 can only partly be verified – indicating that there is an association between affect and ad-avoidance but none with regards to general attitude and mind change. All in all, my study finds that advertising creativity has the ability to improve the value of radio as an advertising media, which could lead to commercial radio being better suited in order to survive as a cultural/creative industry and hopefully becoming a worthy competitor for Danmarks Radio.

UddannelserCand.soc.cbp Management of Creative Business Processes , (Kandidatuddannelse) Afsluttende afhandling
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