What does the consumer think?

Date of publication: June 21, 2005

Author: Fábio Mariano

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.

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