Radio advertising: methods and economic aspects

Ovim se radom nastojala prikazati važnost radijskog oglašavanja, ne samo za oglašivače i medij, već i za lokalnu zajednicu koja ima koristi i dobrobiti od postojanja radio postaje na određenome području. Uz dubinsku analizu svih metoda radijskog oglašavanja, kao i svih gospodarskih aspekata koji negativno ili pozitivno utječu na radijsko oglašavanje i poslovanje radija, prezentirana je realna slika današnjih mogućnosti koje radio postaje svojim postojanjem nude. Radijsko oglašavanje poslovanju daje novu dimenziju koja je spoj zabave, glazbe i ključne informacije, bez obzira je li ta informacija komercijalnoga ili informativnog sadržaja. Poznavati pravi kanal prodaje svog proizvoda od ključne je važnosti za svakoga poduzetnika. Ulaganje u marketing, ulaganje je u budućnost. Radijsko je oglašavanje od povijesti pa do današnjeg dana ostalo izuzetno korisno, prihvaćeno i isplativo. Pouzdan i kvalitetan partner ključ je dobre promocije proizvoda ili usluge, a radio to zasigurno jest.This paper sought to show the importance of radio advertising, not only for advertisers and the medium, but also for the local community that benefits from the existence of a radio station in a particular area. Along with a thorough analysis of all radio advertising methods, as well as all aspects of the economy that negatively or positively affect radio advertising and its management, this paper presents a realistic picture of today's possibilities that radio stations have to offer. Radio advertising gives one’s business a new dimension which is a blend of entertainment, music, and key information, regardless of whether this information is commercial or informative. Knowing the right channel for selling one's product is of crucial importance for every business owner. Investing in marketing, is investing in future. Since it first appeared until the present day, radio advertising has remained extremely useful, acceptable and profitable. A reliable and quality partner is key to good product or service promotion, and radio certainly is one