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| Author: | Abernethy, A. |
| Title: | Differences Between Advertising and Program Exposure for Car Radio Listening |
| Journal: | Journal of Advertising Research
1991 : APR/MAY, VOL. 31, p.33-42 |
| Index terms: | ADVERTISING EFFECTIVENESS MEDIA RESEARCH CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | A study was conducted to determine if differences exist between audience exposure to radio programming and the advertising carried out by those programmes for car radio listening. The study found that significant differences are between programming exposure and commercial exposure for car radio listenership. The position of an ad in a string of ads had a large impact on commercial-exposure patterns. |
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