THE BEGINNING OF ADVERTISING RADIO AS A PREREQUISITES FOR THE INSTITUTIONALIZATION AND CONVERGENCE OF BROADCASTING
Journal Title: Молодий вчений - Year 2018, Vol 1, Issue 53
Abstract
The author investigates the history of radio advertising through the prism of her genre variety, such as figurative-expressive content, forms of earnings and monetization of radio broadcasting. It was stated that the institutionalization of radio caused a high level of competition both among radio stations and advertisers. This has forced manufacturers to seek the latest forms of earnings and monetization of broadcasting. Then such methods became: sponsoring of radio stations, “paid radio broadcasting”, “planned advertising” (advertising units). High-quality radio advertising has become a prerequisite for expanding the genre presentation with advertising radio shows, advertising radio serials, social radio advertising, cobranding, advertising songs, short advertizing radio clips.
Authors and Affiliations
T. S. Hirina
Keywords
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- EP ID EP582917
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