Different stations, different effects?
Article Abstract:
Recent research undertaken in the Netherlands considered links between advertising, radio station loyalty and advertisement appeal, and looked in general at the effectiveness of radio advertising. It was found that there was no strong link between station loyalty and effectiveness of radio advertising. Indeed, many people do not really listen closely to the radio at all. However, there was found to be a link between a positive attitude towards radio advertising in general and the effectiveness of radio advertising campaigns.
Publication Name: Marketing & Research Today (Netherlands)
Subject: Business, international
ISSN: 0923-5957
Year: 1996
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Creating a single television audience measurement currency in China
Article Abstract:
The Central Viewers Survey and Consulting Centre and the SOFRES Group have jointly created a single television audience measurement currency in 62 Chinese cities. The venture, which was launched in 1996, is dubbed CVSC-SOFRES Media. China boasts a population of 1.2 billion; 300 million households with televisions; and an advertising spend rising at a rate of 36% per year since 1993.
Publication Name: Marketing & Research Today (Netherlands)
Subject: Business, international
ISSN: 0923-5957
Year: 1998
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The mind's eye - can television advertising be visually transferred by the medium of radio?
Article Abstract:
Research undertaken at Virgin Radio in May 1995 focused on the links between generic radio and television advertising campaigns. It looked particularly at the transfer of the visual element of television advertising to radio. It was found that radio advertising can play an important role in extending the life of a costly television advertising campaign.
Publication Name: Marketing & Research Today (Netherlands)
Subject: Business, international
ISSN: 0923-5957
Year: 1995
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