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). Manchester: Edicioes Silabo.
Hansen, Flemming ; Lundsteen, Steen ; Grønholdt, Lars ; Lange, Karsten. / The Relative Role of Impact and Resonance in Determining the Effectiveness of Radio Advertising. New Trends in Advertising Research. editor / Francisco Costa Pereira ; Jorge Verissimo ; Peter Neijens. Manchester : Edicioes Silabo, 2008. pp. 83-101
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Hansen, F, Lundsteen, S, Grønholdt, L & Lange, K 2008, The Relative Role of Impact and Resonance in Determining the Effectiveness of Radio Advertising. in FC Pereira, J Verissimo & P Neijens (eds), New Trends in Advertising Research. Edicioes Silabo, Manchester, pp. 83-101.

The Relative Role of Impact and Resonance in Determining the Effectiveness of Radio Advertising. / Hansen, Flemming; Lundsteen, Steen; Grønholdt, Lars; Lange, Karsten.

New Trends in Advertising Research. ed. / Francisco Costa Pereira; Jorge Verissimo; Peter Neijens. Manchester : Edicioes Silabo, 2008. p. 83-101.

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

TY - CHAP

T1 - The Relative Role of Impact and Resonance in Determining the Effectiveness of Radio Advertising

AU - Hansen, Flemming

AU - Lundsteen, Steen

AU - Grønholdt, Lars

AU - Lange, Karsten

PY - 2008

Y1 - 2008

M3 - Book chapter

SN - 9789826184935

SP - 83

EP - 101

BT - New Trends in Advertising Research

A2 - Pereira, Francisco Costa

A2 - Verissimo, Jorge

A2 - Neijens, Peter

PB - Edicioes Silabo

CY - Manchester

ER -

Hansen F, Lundsteen S, Grønholdt L, Lange K. The Relative Role of Impact and Resonance in Determining the Effectiveness of Radio Advertising. In Pereira FC, Verissimo J, Neijens P, editors, New Trends in Advertising Research. Manchester: Edicioes Silabo. 2008. p. 83-101