haku: @freeterm brand recognition / yhteensä: 2
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| Tekijä: | Pelsmacker, P. Geuens, M. Vermeir, I. |
| Otsikko: | The importance of media planning, ad likeability and brand position for ad and brand recognition in radio spots |
| Lehti: | International Journal of Market Research
2004 : VOL. 46:4, p. 465-478 |
| Asiasana: | Advertising Brands Media research Planning |
| Vapaa asiasana: | Brand recognition Radio |
| Kieli: | eng |
| Tiivistelmä: | 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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