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
ISBN (Print)9789826184935
Publication statusPublished - 2008

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