Qualities of radio advertising

Date of publication: June 15, 1997

Author: Christoph Wild

Abstract:

This paper presents the results of the first basic survey in Germany to show the effectiveness in principle of radio as an advertising medium. Described are the effective mechanisms of radio advertising in relation to actual exposure, both generally and with regard to specific target groups and reception conditions. A supplementary illustration is provided by the results of three campaigns analysed in the study.

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