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"The value of radio advertising and its role in planning mixed media".
Member rating: No Rating | Words: | Submitted: Mon Jun 19 2006
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The following is done on the basis of a joined seminar presentation discussing the title "The value of radio advertising and its role in planning mixed media". This essay will concentrate on the value of radio advertising, including it's growth, and it's key media and communication strengths. The presentation lasted for 40 minutes, which were split into two parts. The first part dealt with the presentation itself, whilst the second part was a discussion based on the case study "Diet Coke break". Commercial radio is a relatively newcomer having only been born in 1973. It has been experiencing substantial growth over the last three years, both in terms of audience and advertising revenue. Since the beginning of 1999, as one can see in chart 1, listening to commercial radio has increased by 11%. Covering the last three months of 2001, RAJAR reports that weekly reach is up by 1 million...
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