A method for measuring the sales influence of a radio program

Abstract

"To accurately measure the effectiveness of a radio program we should determine not only the nature and size of the listening audience but also the effect of the program upon the buying habits of that audience. These two measures will permit us to compute the sales influence of a program and also to determine what part of a program needs strengthening in order to obtain the maximum sales influence." (PsycInfo Database Record (c) 2025 APA, all rights reserved)