Date of Award

7-1-2001

Document Type

Thesis

Degree Name

Master of Arts (MA)

Department

Communication

Abstract

The purpose of this study was to utilize copy testing to focus on the persuasiveness of radio advertising. The persuasive effects of radio advertising have not been widely studied. This study utilized copy testing to determine the effects of a limited offer in a radio advertisement by examining persuasion, intention to act, and memorability through recall. Using past research such as Miller and Marks' "Mental Imagery and Sound Effects in Radio Commercials" (Miller & Marks, 1992) five questions were raised regarding the persuasive effects of a limited offer in radio advertising copy. Subjects were 80 undergraduate communication students. Half the students heard an advertisement with a limited offer, and half heard the advertisement without a limited offer. Immediately afterward, subjects completed a set of questions and rated their answers using Likert scales. They wrote for two minutes about their thoughts of the advertisement. The results of the scales were analyzed using t-tests to make group comparisons, determine feelings about the product being advertised outside of the particular advertisement, and to answer the research questions. A two-minute writing was used for further qualitative analysis. There were no statistically significant differences found, but some interesting data were discovered and discussed.

Comments

A Thesis Presented to the Department of Communication and the Faculty of the Graduate College University of Nebraska In Partial Fulfillment of the Requirements for the Degree Master of Arts University of Nebraska at Omaha. Copyright Andrea R. Schmidt July, 2001

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