Känd från radio
En studie om medial förvirring
Many media buyers annually spend money on advertising which will not be of benefit to their own brand; the fact that consumers confuse from which brand they have heard or seen commercials, comes as news to nobody. The phenomenon of media confusion has however earned much less attention. As a greater part of the total marketing budget is being spent on the media investments, on behalf of the actual advertising production, the more interesting it turns out to maximize the effects of the media expenses. The search for optimization is somewhat practised today by brand managers who are daringly adding a few more media channels to support their TV-campaigns. Buying ad space in TV is nevertheless much more expensive than the radio equivalent. What if consumers confuse the radio commercial with the TV commercial they have seen for the same brand? In this paper we have examined whether there is an actual medial misattribution between radio and television or not, and if the knowledge about this can imply economical benefits to be made for the buyers of advertising space. We found that the misattribution is not reciprocal but in combined radio- and TV campaigns, almost 10 percent more respondents experienced that they had seen advertising for the brand on TV. We also concluded that TV as a source of information, or media, is valued or ranked higher than radio. This was measured by the variables of the perceived trustworthiness of the media, the attitude towards the media and perceived cost of advertising space in the media. Thus, the contribution this paper can bring to the existing studies of medial misattribution is the knowledge of how re-allocating a part of the TV budget to radio can be beneficial for a brand.