Concepedia

Broadcast Advertising

Broadcast Advertising is a form of mass media advertising that disseminates commercial messages through electronic broadcast channels, distinguished by its use of radio and television networks to reach large, heterogeneous audiences simultaneously.

698

Publications

33.4K

Citations

1.3K

Authors

525

Institutions

Publications per year

2017–2026

71

Parents

Children

Publications

698

Market Provision of Broadcasting: A Welfare Analysis

Simon P. Anderson, Stephen Coate · The Review of Economic Studies · 2005 · 640 citations

, , +15

Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics

David M. Boush, Marian Friestad, Gregory M. Rose · Journal of Consumer Research · 1994 · 609 citations

, , +15

Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time

Thomas J. Olney, Morris B. Holbrook, Rajeev Batra · Journal of Consumer Research · 1991 · 559 citations

, , +17

Predictors of Advertising Avoidance in Print and Broadcast Media

Paul Surgi Speck, Michael T. Elliott · Journal of Advertising · 1997 · 550 citations

, , +17

An Analysis of Information Content in Television Advertising

Alan J. Resnik, Bruce L. Stern · Journal of Marketing · 1977 · 539 citations

, , +14

1–5 of 698

Authors

1.3K

  1. KC
    Kenneth C. Wilbur

    University of California San Diego, United States

    11 publications · 1K citations

    11

    h-index

  2. SB
    Steven Bellman

    Murdoch University, Australia

    8 publications · 208 citations

    8

    h-index

  3. AM
    Avery M. Abernethy

    Auburn University, United States

    7 publications · 172 citations

    7

    h-index

  4. DV
    D. Varan

    Murdoch University, Australia

    7 publications · 177 citations

    7

    h-index

  5. BK
    Bridget Kelly

    The University of Sydney, Australia

    6 publications · 315 citations

    6

    h-index

1–5 of 1.3K

Institutions

525

  1. Michigan State University

    East Lansing, United States

    10 h-index

    18 publications

    676 citations

  2. Pennsylvania State University

    State College, United States

    10 h-index

    11 publications

    348 citations

  3. University of California San Diego

    San Diego, United States

    9 h-index

    9 publications

    710 citations

  4. University of Southern California

    Los Angeles, United States

    9 h-index

    12 publications

    833 citations

  5. University of Pennsylvania

    Philadelphia, United States

    8 h-index

    18 publications

    1.7K citations

  6. The University of Texas at Austin

    Austin, United States

    8 h-index

    9 publications

    409 citations

  7. Universidad Rey Juan Carlos

    Madrid, Spain

    8 h-index

    14 publications

    314 citations

  8. University of Wisconsin–Madison

    Madison, United States

    7 h-index

    8 publications

    304 citations

1–8 of 525

Venues

  1. Journal of Advertising Research

    JAR · 37 publications · 2.1K citations

    24

    h-index

  2. Journal of Advertising

    37 publications · 2.3K citations

    23

    h-index

  3. Journal of Marketing Research

    29 publications · 2.1K citations

    21

    h-index

  4. International Journal of Advertising

    IJA · 26 publications · 1K citations

    18

    h-index

  5. Journal of Marketing

    JM · 19 publications · 1.7K citations

    17

    h-index

1–5