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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Main Author: Teresa Piñeiro-Otero
Format: Article
Language:Spanish
Published: Centro Internacional de Estudios Superiores de Comunicación para América Latina (CIESPAL) 2015-11-01
Series:Chasqui
Subjects:
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.
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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
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