The effect of media planning, brand position, campaign characteristics and ad likeability on ad and brand recognition in radio spots

Patrick De Pelsmacker; Maggie Geuens; Henk Ghesquiere

The effect of media planning, brand position, campaign characteristics and ad likeability on ad and brand recognition in radio spots

Patrick De Pelsmacker, Maggie Geuens, Henk Ghesquiere

Research output: Chapter in Book/Report/Conference proceeding › Conference paper

Original language	English
Title of host publication	Proceedings of the 30th Annual Conference of the European Marketing Academy, Bergen: Norwegian School of Economics and Business Administration, May 8-11, 2001
Publication status	Published - 2001
Event	Unknown - Duration: 1 Jan 2001 → …

Conference

Conference	Unknown
Period	1/01/01 → …

Bibliographical note

Proceedings of the 30th Annual Conference of the European Marketing Academy, Bergen: Norwegian School of Economics and Business Administration, May 8-11, 2001

Cite this

@inproceedings{8172b99e29dc42a681669e074dcc3583,

title = "The effect of media planning, brand position, campaign characteristics and ad likeability on ad and brand recognition in radio spots",

author = "{De Pelsmacker}, Patrick and Maggie Geuens and Henk Ghesquiere",

note = "Proceedings of the 30th Annual Conference of the European Marketing Academy, Bergen: Norwegian School of Economics and Business Administration, May 8-11, 2001; null ; Conference date: 01-01-2001",

year = "2001",

language = "English",

booktitle = "Proceedings of the 30th Annual Conference of the European Marketing Academy, Bergen: Norwegian School of Economics and Business Administration, May 8-11, 2001",

}

The effect of media planning, brand position, campaign characteristics and ad likeability on ad and brand recognition in radio spots. / De Pelsmacker, Patrick; Geuens, Maggie; Ghesquiere, Henk.

Proceedings of the 30th Annual Conference of the European Marketing Academy, Bergen: Norwegian School of Economics and Business Administration, May 8-11, 2001. 2001.

Research output: Chapter in Book/Report/Conference proceeding › Conference paper

TY - GEN

T1 - The effect of media planning, brand position, campaign characteristics and ad likeability on ad and brand recognition in radio spots

AU - De Pelsmacker, Patrick

AU - Geuens, Maggie

AU - Ghesquiere, Henk

N1 - Proceedings of the 30th Annual Conference of the European Marketing Academy, Bergen: Norwegian School of Economics and Business Administration, May 8-11, 2001

PY - 2001

Y1 - 2001

M3 - Conference paper

BT - Proceedings of the 30th Annual Conference of the European Marketing Academy, Bergen: Norwegian School of Economics and Business Administration, May 8-11, 2001

Y2 - 1 January 2001

ER -