TV needs radio
This paper examines to what extent different instruments and/or methods of advertising-impact research describe radio's specific contribution to the effectiveness and efficiency of combined radio and TV campaigns in a comparable way. A total of eight combined radio and TV campaigns relating to beer products were analysed. Three different instruments and/or methods to determine the advertising impact of radio (and TV) were used: the (more or less) classical survey covering the well-known advertising-impact indicators, such as advertising awareness and brand awareness; sales analyses based on measured purchases and measured TV and (surveyed) radio consumption within a Single Source Panel; and an econometric model based exclusively on market data. The positive results, which tend to be very similar, should strengthen confidence both in the instruments used and in the effectiveness of radio advertising.
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