“The Theater of the Mind”: The Effect of Radio Exposure on TV Advertising
Contemporary society requires communication strategies that integrate different media channels in order to improve advertising performance. Currently, there are not many scientific research studies of the various mass media, comparing the results of audiovisual advertising to purely audio or visual...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2020-07-01
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| Series: | Social Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-0760/9/7/123 |