Cross media consumption and adequate media strategies

Date of publication: June 16, 2004

Abstract:

This paper takes a first careful step into the rich body of information on combined usage of radio and TV which has accumulated in three years of electronic measurement of radio (and TV) with Radiocontrol, the radio watch, in Switzerland. Analyzing habitual and diverging consumption patterns of different regions, different age groups and eventually many other target groups should lead to a better understanding of the possible effects of cross media advertising such as recency and visual transfer. Throughout this paper the term 'electronic media' refers to the combined (net) figures of all measured radio and TV.

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