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Research papers

Unleashing the power of place

Advertising in shopping malls offers an unparalleled opportunity to communicate to consumers when they are close to point of purchase and perhaps more receptive to the message.However, two principal issues limit demand for this medium. The first...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Howard Parry-Husbands, Sharyn Smith
June 14, 2004
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Citation

Parry-Husbands and Smith (2004a, June 14). Unleashing the power of place. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/unleashing-the-power-of-place


Research papers

Radio: Ready to rumble

This paper briefly reviews some of the research upon which most radio planning models are based and considers the relative impact of position in break and 'low clutter airtime' against the more traditional territory surrounding frequency within the...

Catalogue: ESOMAR/ARF WAM Conference 2003: Radio
Authors: Howard Parry-Husbands, Alan Bowman
June 16, 2003
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Citation

Parry-Husbands and Bowman (2003a, June 16). Radio: Ready to rumble . ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/radio-ready-to-rumble-