How does it work? [electronic resource] : the evidence for radio's effectiveness / Mark Barber.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Radio advertising: Publisher: London : Henry Stewart Talks, 2008Description: 1 online resource (1 streaming video file (23 min.) : color, sound)Subject(s): Radio advertisingOnline resources: Click here to access online | Series Animated audio-visual presentations with synchronized narration.
Title from title frames.
Contents: All advertising activity is assessed on the results it produces -- Radio particularly needs evidence of its effectiveness as it is consumed in private and leaves no trace once it has elapsed, you literally can't "see it working" -- Review of significant studies into radio's effectiveness as a medium in terms of driving awareness and sales, and delivering business results for brands -- Review of the effect of radio in combination with other media press (TV, newspapers and internet) -- Best research carried out in UK and the USA -- Most insightful case studies.
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Mode of access: World Wide Web.