Radio Vs. TV: How Well Each Conveys The Advertiser's Message

It has long been assumed that radio ads lack the attention-getting and motivating power of TV commercials because it is not a visual medium. Early ad recall studies seemed to justify this assumption. But there are other ways to evaluate the impact of radio relative to TV; this paper explores some of this research, with some surprising results. (3.5 pages text; 4 tables).

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Radio Vs. TV: How Well Each Conveys The Advertiser’s Message $95.00 $95.00

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