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Marketing Research Articles Related to Media Research-Radio

Marketing Research Articles Related to Media Research-Radio

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Using recognition-based tracking to compare the ROI of print, radio and TV

Published
March 1999
Authors
Don Bruzzone and Lizabeth L. Reyer
Abstract
Ad campaigns often include a variety of media, which often leads to questions about effectiveness. This article is a case history from a continuing recognition-based tracking study by BlueCross BlueShield of Minnesota that shows a way to answer all the questions that arise regarding which medium is best.

Trade Talk: Study shows how Latinos' news media habits shape their views

Published
June 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
The Pew Hispanic Center conducted a study which examined the role of language in Hispanic consumption of media.

A new perspective on Hispanic media planning

Published
June 2005
Author
Felipe Korzenny
Abstract
The role of language - Spanish and English - and language’s impact on media consumption is discussed, as are the implications for marketing research.

How political marketing influences voters: Part II

Published
April 2016
Authors
Jon Christens, Elizabeth Kalmbach and Darrell Drake
Abstract
The authors look at the influence of political marketing, looking at the power and purpose of political advertising as well as the public view of political ads on new, online formats.