The Relative Role of Impact and Resonance in Determining the Effectiveness of Radio Advertising

Flemming Hansen, Steen Lundsteen, Lars Grønholdt, Karsten Lange

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearch

Original languageEnglish
Title of host publicationNew Trends in Advertising Research
EditorsFrancisco Costa Pereira, Jorge Verissimo, Peter Neijens
Place of PublicationManchester
PublisherEdicioes Silabo
Publication date2008
Pages83-101
ISBN (Print)9789826184935
Publication statusPublished - 2008

Cite this

Hansen, F., Lundsteen, S., Grønholdt, L., & Lange, K. (2008). The Relative Role of Impact and Resonance in Determining the Effectiveness of Radio Advertising. In F. C. Pereira, J. Verissimo, & P. Neijens (Eds.), New Trends in Advertising Research (pp. 83-101). Edicioes Silabo.