Analysis of radio as a medium

U ovom radu analizira se radio kao medij. Mediji označavaju posrednika u komunikaciji, a nalaze se između osobe koja šalje poruku i primatelja. Masovni mediji imaju snažan utjecaj sa stajališta marketinga, a radio je jedan od njih. Prilikom oglašavanja, marketinški stručnjaci koriste razne medije na različite načine, a fokus ovog rada je na mogućnostima radija u oglašavanju. Cilj istraživanja koje je analizirano u radu je ispitati trenutnu ulogu i položaj radija, navike slušatelja, sadržaj koji se nudi te kako ga slušatelji percipiraju. Radio spada u najstarije medije za elektroničko oglašavanje, a mnogi stručnjaci smatraju kako gubi ulogu u oglašavanju. Bez obzira na to, rezultati provedenog istraživanja pokazuju da radio i dalje ima publiku i važnost u marketinškom pogledu iz brojnih razloga. Dolaskom novih tehnologija, za radio se stvaraju nove prilike koje se moraju iskoristiti kako taj medij ne bi uistinu nestao kao što mu se i predviđalo.In this paper, radio as a medium is analyzed. Media denotes a mediator in communication and is located between the person sending the message and the recipient. The mass media has a strong influence from a marketing standpoint, and radio is one of them. When advertising, marketers use a variety of media in different ways, and the focus of this paper is on the possibilities of radio in advertising. The aim of the research analyzed in this paper is to examine the current role and position of the radio, the habits of the listeners, the content offered and how the listeners perceive it. Radio is one of the oldest media for electronic advertising, and many experts believe that it is losing its role in advertising. Nevertheless, the results of the research show that radio still has an audience and importance in marketing terms for a number of reasons. With the advent of new technologies, new opportunities are being created for radio that must be seized so that this medium does not really disappear as it was predicted