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Research papers

Measuring radio's real ROI

This 'real world' study was conducted in the United States for the Radio Ad Effectiveness Lab by Millward Brown and Information Resources, Inc. (IRI), and it examined four pairs of radio and television campaigns in a range of product categories over...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio
Authors: Mary Bennett, James D. Peacock
June 21, 2005
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Citation

Bennett and Peacock (2005a, June 21). Measuring radio's real ROI. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/measuring-radio-s-real-roi