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

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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; Unknown ; 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

T2 - Unknown

Y2 - 1 January 2001

ER -