What does the consumer think? IRA - a media research tool understanding and programming radio

Poorly used by advertisers in Brazil, radio is undergoing a period of rebirth in the United States and Europe.

What does the Consumer Think? IRA – A Media Research Tool Understanding and Programming Radio

Fábio MarianoFaculdade Armando Alvares Penteado (FAAP) and Escola Superior de Propaganda e Marketing (ESPM), Brazil

I HEARD IT ON THE RADIO ...

You leave home early to go to work. You get in the car. You are late. You have to find shortcuts. You turn on the radio. You search for a station giving information about traffic conditions. You change your route, guided by the radio.

You switch stations – time to listen to the news. Between one station and the other, you catch...

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