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Research papers

Effective radio advertising

Despite the growing importance of radio as an advertising medium in The Netherlands, there is very little research available on the impact of radio advertising and how to influence it. We designed an experimental survey to learn how to influence the...

Catalogue: 2nd Radio Research Symposium
Author: Swantje Brennecke
June 15, 1997

Research papers

How to measure the impact of radio commercials?

This paper is set up as follows. First the background and history of development of the measuring instrument will be described. Then we will go into the (present) design of the measuring instrument. This will be followed by a discussion of the...

Catalogue: Radio Research Symposium 1995
Authors: Swantje Brennecke, Co van Rooijen, Leo van Doorn
July 1, 1995