The Importance Of Media Planning, Ad Likeability And Brand Position For Ad And Brand Recognition In Radio Spots
Patrick De Pelsmacker University of Antwerp and Ghent UniversityMaggie Geuens Ghent University and Vlerick Leuven Gent Management SchoolIris Vermeir Hogeschool Ghent
Introduction
The purpose of this study is to explore the relevance and relative importance of a number of media...