DIVA

Date of publication: June 17, 2004

Abstract:

Over seven successive years, 3,100 radio campaigns were studied. The findings and results of each campaign aggregated into the database enable the key factors for a successful radio campaign to be determined, the impact of future campaigns to be predicted (via a model) and the recall factor of radio campaigns in Flanders to be established. The Diva study aims to measure and prove the communication power of radio.

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