RADIJSKO OGLAŠEVANJE V PRIMERJAVI Z OSTALIMI MEDIJI

Petrovič, Suzana

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Title:	RADIJSKO OGLAŠEVANJE V PRIMERJAVI Z OSTALIMI MEDIJI
Authors:	ID Petrovič, Suzana (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	VS_Petrovic_Suzana_2009.pdf (1,46 MB) MD5: 45AC8D25B06E7198D1DEDD40FC45223A PID: 20.500.12556/dkum/83122d92-6787-4254-98af-b949ff75564a
Language:	Slovenian
Work type:	Undergraduate thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	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 najlaÅ¾e dostopen, najhitrejÅ¡i, saj prvi objavi novico. Je poceni, gospodaren in zelo fleksibilen. Radio je tudi najbolj oseben med mnoÅ¾iÄnimi mediji in najbolj mobilen. OglaÅ¡evalci dojemajo radio kot podporen, pomoÅ¾en 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 Å¾e 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 Å¾e nekaj let v samem vrhu, se ga doloÄeni oglaÅ¡evalci in agencije izogibajo.
Keywords:	radio, funkcije in cilji oglaševanja, mediji, medijski trg, radijski trg, oglaševalski prostor, raziskave radijske poslušanosti, bruto vrednost oglaševanja, Radio Veseljak.
Place of publishing:	Brežice
Publisher:	[S. Petrovič]
Year of publishing:	2009
PID:	20.500.12556/DKUM-10938
UDC:	659.1
COBISS.SI-ID:	10032668
NUK URN:	URN:SI:UM:DK:IUATXLA3
Publication date in DKUM:	18.11.2009
Views:	5530
Downloads:	819
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	RADIO ADVERTISING COMPARED TO OTHER MEDIA
Abstract:	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's 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.
Keywords:	radio, the functions and objectives of advertising, media, media market, the radio market, advertising space, radio research, the gross value of advertising, Radio Veseljak.

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