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Research papers

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...

Catalogue: ESOMAR/ARF WAM Conference 2002: Radio
Authors: Gerhard Franz, Christoph Wild, Uwe Domke
June 14, 2002
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Citation

Franz, Wild and Domke (2002a, June 14). TV needs radio. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/tv-needs-radio


Research papers

Radio sells

The effect of radio spots/radio campaigns on advertising recall, brand awareness and inclination to buy has been adequately demonstrated in numerous studies based on the most diverse of research tools and analysis models. The toughest test of a radio...

Catalogue: ARF/ESOMAR Worldwide Radio 2001
Authors: Uwe Domke, Christoph Wild
April 1, 2001
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Citation

Domke and Wild (2001a, April 01). Radio sells. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/radio-sells