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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Format: | Article |
Language: | Spanish |
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Centro Internacional de Estudios Superiores de Comunicación para América Latina (CIESPAL)
2015-11-01
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Series: | Chasqui |
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Online Access: | http://revistachasqui.org/index.php/chasqui/article/view/1488 |
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author | Teresa Piñeiro-Otero |
author_facet | Teresa Piñeiro-Otero |
author_sort | Teresa Piñeiro-Otero |
collection | DOAJ |
description | 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. |
first_indexed | 2024-12-21T16:48:29Z |
format | Article |
id | doaj.art-bd43e5948ad247d88fefd056bc6fa0bd |
institution | Directory Open Access Journal |
issn | 1390-1079 1390-924X |
language | Spanish |
last_indexed | 2024-12-21T16:48:29Z |
publishDate | 2015-11-01 |
publisher | Centro Internacional de Estudios Superiores de Comunicación para América Latina (CIESPAL) |
record_format | Article |
series | Chasqui |
spelling | doaj.art-bd43e5948ad247d88fefd056bc6fa0bd2022-12-21T18:56:56ZspaCentro Internacional de Estudios Superiores de Comunicación para América Latina (CIESPAL)Chasqui1390-10791390-924X2015-11-0101282172362378Radio advertising on the Internet. Characteristics, potential and its main formatsTeresa Piñeiro-Otero0Universidade da CoruñaThe 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.http://revistachasqui.org/index.php/chasqui/article/view/1488radiopublicidadradiodifusión on-lineinternetcomunicación móvilradiodifusión comercial |
spellingShingle | Teresa Piñeiro-Otero Radio advertising on the Internet. Characteristics, potential and its main formats Chasqui radio publicidad radiodifusión on-line internet comunicación móvil radiodifusión comercial |
title | Radio advertising on the Internet. Characteristics, potential and its main formats |
title_full | Radio advertising on the Internet. Characteristics, potential and its main formats |
title_fullStr | Radio advertising on the Internet. Characteristics, potential and its main formats |
title_full_unstemmed | Radio advertising on the Internet. Characteristics, potential and its main formats |
title_short | Radio advertising on the Internet. Characteristics, potential and its main formats |
title_sort | radio advertising on the internet characteristics potential and its main formats |
topic | radio publicidad radiodifusión on-line internet comunicación móvil radiodifusión comercial |
url | http://revistachasqui.org/index.php/chasqui/article/view/1488 |
work_keys_str_mv | AT teresapineirootero radioadvertisingontheinternetcharacteristicspotentialanditsmainformats |