Give Us This Day Our Daily Effect
John FaasseMedia Knowledge Center, Kobalt Media Services BV, Netherlands
Karin SchutMedia Knowledge Center, Kobalt Media Services BV, Netherlands
INTRODUCTION
Although the use of electronic audience data collection methods lives up to the promise of providing at least a few countries around the world with daily accumulation curves for radio advertising reach, Passive People Meters cannot tell us whether people actually listened and paid attention to your advertising.
We know little about the way radio campaigns do their job. When does a radio ad start working? After one, six or twenty exposures?...