TV needs radio

This paper examines to what extent different instruments and/or methods of advertising-impact research describe radio's specific contribution to the effectiveness and efficiency of combined radio and TV campaigns in a comparable way.

TV Needs Radio

Three different methods one result

Uwe DomkeRadio Marketing ServiceGerhard FranzMM&K Media Effects andChristoph WildARDWerbung

Background

The qualities of radio are obvious: Radio, together with TV, is the most used medium in...