Radio advertising on the Internet. Characteristics, potential and its main formats
The sound character of radio messages and its particularities provide this medium with great potential in consumption and multitasking environments and engagement ability. Despite this, the tiny creative on ads, the limited perception of its value as an advertising medium, and the entity reached by...
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2015 |
| País: | Ecuador |
| Institución: | Revista CHASQUI |
| Repositorio: | Revista CHASQUI |
| Idioma: | español |
| OAI Identifier: | oai:ojs.www.ciespal.org:article/1488 |
| Acceso en línea: | https://revistachasqui.org/index.php/chasqui/article/view/1488 |
| Access Level: | acceso abierto |
| Palabra clave: | Radio, advertising; on-line broadcasting; internet; mobile communication; commercial broadcasting Comunicación radio; publicidad; radiodifusión on-line; internet; comunicación móvil; radiodifusión comercial Medios de Comunicación, Comunicación Comercial rádio; publicidade; radiodifusão on-line; internet; comunicação móvel; radiodifusão comercial |
| Sumario: | The sound character of radio messages and its particularities provide this medium with great potential in consumption and multitasking environments and engagement ability. Despite this, the tiny creative on ads, the limited perception of its value as an advertising medium, and the entity reached by Internet have moved conventional radio into last positions on advertising investment. This weight loss in the global advertising market contrasts with the strengths of the radio, which, in its Network transposition, have increased and resized. In this sense, this paper aims to make an approach to the characteristics of radio advertising, to the specific potential of online radio and to the main formats. |
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