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Consumer Perceptions Of Podcast Advertising: Theater Of The Mind And Story Selling, M. Olguta (Olga) Vilceanu, Kristine Johnson, Alexis Burns
Consumer Perceptions Of Podcast Advertising: Theater Of The Mind And Story Selling, M. Olguta (Olga) Vilceanu, Kristine Johnson, Alexis Burns
Association of Marketing Theory and Practice Proceedings 2021
COVID-19 has changed the ways in which people manage education, work, and entertainment. This study sought to identify the types of attitudes and behaviors which promote mutually rewarding connections between podcasts, audiences, and advertisers. Survey results underlined the utmost importance for the podcast advertising industry to connect and engage listeners, in order for the overall billion-dollar ad buys to have the desired effect. About two-thirds of the participants listen to 6 or more shows during an average week and prefer live-narrated ads where podcast hosts banter and tell convincing stories about their experiences with advertised products. Key findings indicate that …