1887

oa Journal of Marketing - Lance Rothschild - radio - very much alive : 5 strong voices

Volume 2010, Issue 08
  • ISSN : 1811-9565

 

Abstract

Despite the multitude of predictions that personal media (iPods, etc.) will displace radio, despite the many opinions expressed on the demise of the effectiveness of radio, and despite many speculative articles rationalising the future death of radio, the medium continues to retain its position and attract an audience. Radio has withstood many challenges, each one hailed as the potential end of the medium, yet today it is still one of the broadest-reaching media in South Africa and a vital part of the overall media mix in any advertising campaign. Irrespective of the priority accorded radio in the overall media mix within a particular advertising strategy, radio is the one medium that can provide the pivot point of any campaign.

Loading full text...

Full text loading...

Loading

Article metrics loading...

/content/mfsa1/2010/08/EJC74610
2010-08-01
2017-01-22

This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error