search query: @indexterm Effectiveness / total: 756
reference: 239 / 756
| Author: | Verhoef, P. |
| Title: | The effectiveness of direct response radio commercials: results of a field experiment in the Netherlands |
| Journal: | European Journal of Marketing
2000 : VOL. 34:1/2, p. 143-155 |
| Index terms: | EFFECTIVENESS ADVERTISING RADIO INDUSTRY NETHERLANDS EUROPE |
| Language: | eng |
| Abstract: | Radio is becoming increasingly popular as an advertising medium. At the same time, more and more companies are integrating direct marketing in their communication strategies. The paper considers the influence of the day of the week, the time of the day, the position of an ad in the commercial break, the length of the commercial break and the type of the preceding program on two effectiveness measures: responses per rating point and responses per cost using a field experiment. |
SCIMA