search query: @author Schianvone, N. / total: 1
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| Author: | Schianvone, N. |
| Title: | Lessons from the radio research experience for all electronic media |
| Journal: | Journal of Advertising Research
1988 : JUNE/JULY, VOL.28:3, p.11-15 |
| Index terms: | MEDIA RESEARCH ADVERTISING AGENCIES PERSONNEL MANAGEMENT |
| Language: | eng |
| Abstract: | Though radio accounts only for a small percentage of the total dollars spent on advertising, radio research should be developed. Media professionals have lost control of electronic media research. The causes of the problem are thoughtlessness and greed. The solution is to develop skillful media professionals who must become knowledgeable, sensitive, ethical, demanding, and consistent where media is concerned. |
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