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 GeuensGhent University and Vlerick Leuven Gent Management...
Ad and brand recognition in radio spots
Spot length, brand penetration and media consistency are important explanatory factors of ad and brand recognition in 1482 Belgian radio spots.
