Abstract:
Poorly used by advertisers in Brazil, radio is undergoing a period of rebirth in the United States and Europe. In Brazil some new research tools have appeared and the medium is going through a process of professionalization. This study examines radio under the light of the listener and presents a research tool that contributes to the understanding of the significance of this medium and its relationship with the consumer.
This could also be of interest:
Research Papers
What does 'new' mean?
Catalogue: ESOMAR Conference on Automotive Marketing 2004
Authors: Girish Punj, Jacqueline Smart, Richard Brookes
 
March 1, 2004
Research Papers
What Do Women Think?
Catalogue: Latin America 2024
Authors: Adrian Kohan, Olga Bocanegra
Companies: Natura & Co (Avon), Gentedemente
April 24, 2024
Videos
What Do Women Think?
Catalogue: Latin America 2024
Authors: Adrian Kohan, Olga Bocanegra
Companies: Gentedemente, Natura & Co (Avon)
April 24, 2024
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)