What does the consumer think? IRA - a media research tool understanding and programming radio

Fabio Mariano

Poorly used by advertisers in Brazil, radio is undergoing a period of rebirth in the United States and Europe.

What does the Consumer Think? IRA – A Media Research Tool Understanding and Programming Radio

Fábio MarianoFaculdade Armando Alvares Penteado (FAAP) and Escola Superior de Propaganda e Marketing (ESPM), Brazil

I HEARD IT ON THE RADIO ...

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