RADIO ADVERTISING COMPARED TO OTHER MEDIA

OglaÅ¡evanje ima veÄ funkcij, poglavitni cilj pa ostaja pritegniti pozornost bralcev, posluÅ¡alcev oziroma gledalcev posameznega medija. Glavni cilj oglaÅ¡evanja pa je poveÄati povpraÅ¡evanje po doloÄenem produktu, storitvi ali ideji. OglaÅ¡evanje je po svojem izvoru z mediji povezano kot zakup medijskega Äasa in prostora. Radio je medij, ki je najlaže dostopen, najhitrejÅ¡i, saj prvi objavi novico. Je poceni, gospodaren in zelo fleksibilen. Radio je tudi najbolj oseben med množiÄnimi mediji in najbolj mobilen. OglaÅ¡evalci dojemajo radio kot podporen, pomožen medij. Posebnost medijske industrije je, da deluje na dualnem trgu. Na prvem trgu se pojavlja izdelek, ki se prodaja kupcu (v obliki knjige, revije, televizijskega ali radijskega programa). Na drugem trgu pa medijsko podjetje prodaja oglaÅ¡evalski prostor. Slovenski radijski trg je že skorajda docela zapolnjen. Pred dobrim desetletjem je bilo pri nas okoli trideset komercialnih in nekomercialnih radijskih postaj, danes jih je devetindevetdeset. Raziskave radijske posluÅ¡anosti naj bi odgovorile na vpraÅ¡anje, ali je radio Å¡e vedno moÄan medij in ali se splaÄa na njem oglaÅ¡evati. To vpraÅ¡anje je pomembno za vse, ki se tako ali drugaÄe ukvarjajo z radiem - radijske urednike, lastnike, medijske in oglaÅ¡evalske agencije. Bruto vrednost oglaÅ¡evanja se izraÄuna iz evidence vseh objavljenih oglasnih sporoÄil v medijih. Vsak objavljen oglas se evidentira in ovrednoti po ceni, navedeni v uradnem ceniku medijske enote. Radio Veseljak je priÄel svoje delovanje leta 1996 in je po svojem glasbenem izboru in vsebini praktiÄno edina specializirana komercialna radijska postaja v Sloveniji. Kljub temu, da je Radio Veseljak edini tovrsten na slovenskem trgu in po posluÅ¡anosti že nekaj let v samem vrhu, se ga doloÄeni oglaÅ¡evalci in agencije izogibajo.Advertising has many functions, the main goal remains to attract attention of readers, listeners and viewers each medium. The main goal of advertising is to increase the demand for a specific product, service or idea. Advertising is by its origin associated with the media as a lease of media time and space. Radio is a medium that is most easily accessible, the fastest since the first publication of news. It is a cheap, economical and very flexible. Radio is also the most personal of the mass media and the most mobile. Advertisers perceived radio as a support, makes medium. The specificity of the media industry is that it operates in a dual market. The first market is one product that is sold to the purchaser (in the form of books, magazines, television or radio program). In the second market, however, the media company sells advertising space. Slovenian radio market is already almost completely filled. Before the decade there were about thirty commercial and non-commercial radio stations, now there are ninetynine. Research radio should respond to the question of whether the radio is still a powerful medium, and whether it paid to advertise. This issue is important for all those who one way or another dealing with the radio, radio editors, owners, media and advertising agencies. Gross value of advertising is calculated from the records of all published advertisements in the media. Each ad published is recorded and valued at the price indicated in the official price list of media units. Radio Veseljak began its operation in 1996 and, by the music selection and the content of virtually, it\u27s the only specialized commercial radio station in Slovenia. However, it is the only such radio on slovenian market and for several years at the top, it is determined by advertisers and agencies avoid