The effectiveness of direct response radio commercials: Results of a field experiment in The Netherlands

European Journal of Marketing

Volumn 34, Issue 1-2, 2000, Pages 143-155

  Verhoef, Peter C ^a   Hoekstra, Janny C ^a,b   van Aalst, Marcel ^a  

^a ERASMUS UNIVERSITY ROTTERDAM   (Netherlands)

^b UNIVERSITY OF GRONINGEN   (Netherlands)

Author keywords

Advertising; Direct marketing; Field research; Marketing communications; Radio

Indexed keywords

EID: 3042556621     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090560010306250     Document Type: Article

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