Question

Advertisers use the image transfer process in radio advertising in order:

A. to emphasize the zapping effect.
B. to reinforce its television messages.
C. to transfer the image created by a radio commercial to the point-of-purchase.
D. to transfer the image of celebrities to the advertised brand.
E. to increase commercial clutter.

Answer 1

The image transfer process used in radio advertising is primarily meant to reinforce television messages by reminding the radio audience of the visual and auditory cues from TV commercials.

Step-by-step explanation:

Advertisers use the image transfer process in radio advertising primarily to reinforce its television messages. This method allows advertisers to leverage the power of radio to bolster the visibility and recognition of campaigns that might be more visually emphasized on television.

Radio, with its broad reach, enables advertisers to remind listeners of the visual aspects of a television ad, such as a recognizable jingle or slogan, thereby reinforcing the message without the need for a visual component.

While the medium has changed, this strategy hails from a history of integrating advertising with entertainment, as seen with the use of radio in the 1920s to reach out to consumers in innovative ways.The image transfer process in radio advertising is used to reinforce its television messages.

When advertisers use the image transfer process, they aim to create a connection between their radio advertisements and their television advertisements. This helps to strengthen the overall brand image and message.

Therefore, the correct answer is B. to reinforce its television messages.