TV needs radio

This paper examines to what extent different instruments and/or methods of advertising-impact research describe radio's specific contribution to the effectiveness and efficiency of combined radio and TV campaigns in a comparable way.

TV Needs Radio

Three different methods one result

Uwe DomkeRadio Marketing ServiceGerhard FranzMM&K Media Effects andChristoph WildARDWerbung

Background

The qualities of radio are obvious: Radio, together with TV, is the most used medium in Germany and, because of the high market penetration the average household owns four radio sets increases its reach all the time. Radio programs can be listened to during most activities, and because of its multi-functionality radio is used for informational and recreational purposes and as a companion throughout the day radio creates high user/program-relationships....

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