Radio Sells

Uwe Domke and Christoph Wild

The effect of radio spots/radio campaigns on advertising recall, brand awareness and inclination to buy has been adequately demonstrated in numerous studies based on the most diverse of research tools and analysis models.

Radio & audio effectiveness
Germany

Radio sells

New ways of analysing the effectiveness of audio advertising

Uwe Domke RMS Radio Marketing Service GmbH & Co. andChristoph Wild ARD-Werbung Sales & Services GmbH

BACKGROUND

In the past, advertising customers used to continuously raise the...

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