search query: @freeterm radio / total: 5
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| Author: | Pelsmacker, P. Geuens, M. Vermeir, I. |
| Title: | The importance of media planning, ad likeability and brand position for ad and brand recognition in radio spots |
| Journal: | International Journal of Market Research
2004 : VOL. 46:4, p. 465-478 |
| Index terms: | Advertising Brands Media research Planning |
| Freeterms: | Brand recognition Radio |
| Language: | eng |
| Abstract: | The paper comes to the conclusion that spot lenght, brand penetration and media consistency are important explanatory factors of ad and brand recognition. Also allocating the budget in complementary media and radio channels enhances ad and brand recognition. These conclusions hold to both younger and older customers. |
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