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Research papers

Benefits of radio advertising

This paper presents the results of the second wave of a basic study to show the effectiveness, in principle, of radio as an advertising medium. It describes how radio contributes to the effectiveness of mixed campaigns with TV, both in isolation and...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Authors: Sven Dierks, Christoph Wild
October 20, 1998
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Citation

Dierks and Wild (1998a, October 20). Benefits of radio advertising. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/benefits-of-radio-advertising


Research papers

Radio in the media-mix

Utilizing the basis of the very complex automobile market in Germany, the effects created by radio advertising in a media-mix will be demonstrated. The essential effects of an advertising campaign can only be proven in psychologically defined target...

Catalogue: 2nd Radio Research Symposium
Author: Sven Dierks
June 15, 1997
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Citation

Dierks, S. (1997a, June 15). Radio in the media-mix. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/radio-in-the-media-mix