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The relationship between awareness tracking and media investments

Date of publication: June 15, 1999

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage

Author: Jarle O. Thalberg

Abstract:

The following paper presents the results from the work that Carat Media & Research Norway has done on awareness tracking studies on radio. This research shows that radio may be an excellent tool in the media mix but also that the creative works done on radio are in many cases not good enough. Radio is a medium where it is even harder to get your message through than TV and one should emphasize this fact when considering radio in the media plan.

Jarle O. Thalberg

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Thalberg, J. O. (1999a, June 15). The relationship between awareness tracking and media investments. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/thresholds-in-brand-awareness