Radio’s unique contribution to the media mix according to PPM’s 'real' cross-media measurement

Beth Uyenco, Roberta M. McConochie and Kevin Killion

This investigation identifies the planning/selling situations where radio contributes substantially to the media mix.

Radio'S Unique Contribution to the Media Mix According to PPM'S “Real” Cross-Media Measurement

Roberta M. McConochiePortable People Meters, Arbitron Inc., United States

Beth UyencoOMD, United States

Kevin KillionStone House Systems, Inc., United...

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