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 proceedingArticle in proceedingsResearchpeer-review

Original languageEnglish
Title of host publicationProceedings of the American Academy of Advertising 50th Anniversary Annual Conference, San Mateo, California, 27-30 March 2008
Number of pages13
PublisherAmerican Academy of Advertising (AAA)
Publication date2008
Publication statusPublished - 2008
EventAAA 2008 Annual Conference - San Mateo, California, United States
Duration: 27 Mar 200830 Mar 2008


ConferenceAAA 2008 Annual Conference
CountryUnited States
CitySan Mateo, California

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