Publication Date
2025
Abstract
Podcast advertising has become an important component in marketing campaigns for organizations to reach their target audiences. With the explosion of popularity of podcasts, so too does the opportunity for marketers to promote their products and services. In this study, we are focusing on the impact of a graduate program ad on attitudes and behavioral intentions associated with the university in the ad. Participants were exposed to part of a podcast with the ad embedded mid-roll and then responded to a survey about their evaluation of the ad and subsequent intentions to consider attending graduate school at the university advertised. The data reveal that ads have positive effects on attitude toward the ad, the university (brand) and intentions. Perceptions of the podcasters themselves are also impactful. Results are discussed.
Included in
Advertising and Promotion Management Commons, Business and Corporate Communications Commons, Communication Commons, E-Commerce Commons, Marketing Commons