TY  - ADVS
AU  - Barber,Mark
TI  - How does it work?: the evidence for radio's effectiveness 
T2  - Radio advertising : how it works and how to optimize it,
PY  - 2008///
CY  - London
PB  - Henry Stewart Talks
KW  - Radio advertising
N1  - 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; Access restricted to subscribers
UR  - https://hstalks.com/bm/891/
UR  - https://hstalks.com/bm/p/264/
ER  -