thesis on radio advertising

Digitala Vetenskapliga Arkivet

• CSV all metadata
• CSV all metadata version 2
• modern-language-association-8th-edition
• Other style
• Other locale

Phiri, Peter

Hossain, muhammad, sustainable development, abstract [en].

Amidst the advances in technology and the evolving of online tools supported by the internet, one would wonder if adverts on traditional mass media platforms such as radio would have an impact on consumers in relation to their intentions to purchase. To better understand the radio adverts and their impact on consumers’ intentions to purchase; we carried a qualitative research through a semi-structured questionnaire administered to 12 participants in Sweden and Malawi who are frequent listeners of radio. The snowball sampling technique was applied in order to identify the participants. Thematic analysis was used to develop themes associated with the findings. The results show that marketing through the radio as a traditional media tool is effective in influencing consumer intentions to purchase however, it is more relevant when it is in cooperated to digital modalities.. It further reveals the consumer acceptability of the tool as an ever user-friendly media that attracts, informs and persuades them to purchase thus justifying its credibility and value. We therefore encourage businesses and companies to explore competitive strategies investing in multiple media inclusive of radio for advertisements.

Place, publisher, year, edition, pages

National category, identifiers, subject / course, educational program, supervisors, kang, oliver, dr, osarenkhoe, aihie, proffessor, open access in diva, file information, by organisation, on the subject, search outside of diva, altmetric score.

•   OpenBU
• Theses & Dissertations
• Dissertations and Theses (pre-1964)

Radio in advertising

Date Issued

Export Citation

Permanent link, description, collections.

• Dissertations and Theses (pre-1964) [13050]

Deposit Materials

Industries Overview

Latest articles, retail marketers ramp up social media ad spend in 2024, 4 stand-out themes from 2024 upfronts: sports, ad tech, and politics, subscription streaming services have had varied success in driving revenues through ads, personalization tools yield valuable zero-party data, retail marketers are most focused on performance-driven media, netflix plans new ad tech platform as it nearly doubles ad-supported users, the death of cookies raises the bar for ad quality, beyond big data: the audience watching over the air | sponsored content, walmart’s advertising, ecommerce businesses thrived in q1, almost all us tiktok shoppers are also using amazon, about emarketer, digital drives growth in audio ad market, as radio broadcast advertising shrinks.

Key stat: US digital audio ad spend will reach $7.12 billion this year, according to our March 2024 forecast. It will account for an increasing share of overall audio ad spend, as broadcast radio spend continues to decline.

Beyond the chart:

• Digital audio will account for 40.4% of audio’s $17.61 billion in ad revenue this year, per our Digital Audio Ad Spending Forecast and Trends Q2 2024 report.
• Compared to TV, audio’s shift to digital has been longer and steadier, thanks to early popularity of iPods and streaming services.
• Audio could be an underappreciated ad medium. Although consumers will spend 21.4% of their total media time listening to audio this year, it will only claim 4.5% of total advertising spend in the US.

Use this chart:

• Prove the audio ad opportunity.
• Consider where you are allocating your audio ad spending.

More like this:

• Audio generates relatively little ad revenues per listener and time spent
• Making the case for investing in audio ads in 2024
• Where and how Gen Alpha consumes content: From YouTube to Netflix to Roblox
• Guide to podcast industry: Top platforms, key audience stats, and ad trends

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and EMARKETER interviews with executives at ad agencies, brands, media publishers, and other industry leaders.

Industries →

Advertising & marketing.

• Social Media
• Content Marketing
• Email Marketing
• Browse All →
• Value-Based Care
• Digital Therapeutics
• Online Pharmacy

Ecommerce & Retail

• Ecommerce Sales
• Retail Sales
• Social Commerce
• Connected Devices
• Artificial Intelligence (AI)

Financial Services

• Wealth Management

More Industries

• Real Estate
• Customer Experience
• Small Business (SMB)

Geographies

• Asia-Pacific
• Central & Eastern Europe
• Latin America
• Middle East & Africa
• North America
• Western Europe
• Data Partnerships

Media Services

• Advertising & Sponsorship Opportunities

Free Content

• Newsletters

Contact Us →

Worldwide hq.

One Liberty Plaza 9th Floor New York, NY 10006 1-800-405-0844

Sales Inquiries

1-800-405-0844 [email protected]

• Community Service
• People in the News
• Podcast Ink™
• Eric Rhoads – Chairman
• Deborah Parenti – Publisher
• John Shomby
• Buzz Knight
• Marc Greenspan
• Chris Stonick
• Jeffrey Hedquist
• Roy H. Williams – The Wizard of Ads
• Jeff McHugh
• Women To Watch with Charese Fruge’
• Paige Nienaber’s Midweek Idea Dump
• View Job Listings
• Submit a Job Listing (employers)
• View Resumes (employers)
• Submit Your Resume (job seekers)
• Contact Radio Ink
• About Radio Ink
• Submit a News Tip
• Submit a Community Service Story
• Send us a Classic Photo
• New Subscription (Print or Digital)
• Subscription Renewal
• Log In (Existing Digital Subscriptions Only)

Free Daily Radio News

• Change of Address
• Back Issues
• Free Trial Issue
• Advertise with Radio Ink
• Digital Magazine Login

The AM for Every Vehicle Act: Radio Ink’s Year in Review

Breaking the Myth? Gen Z and Mothers Unfazed by News Ads

Blast From The Past: The WIBC ‘Skyline Studio,’ Indianapolis, 1958

ENCO Brings SPECai To Adams Radio Group and Southern Stone

Advertisers might be missing out on a substantial audience by avoiding advertising on News/Talk radio for fear of “unsafe” topics. A new report titled The Future of News: Ad Adjacency Study suggests that concerns about brand safety in news advertising may be misplaced.

Traditionally, advertisers have avoided placing ads next to polarizing topics such as war, politics, and crime, fearing it might negatively impact brand perception. Instead, they prefer “safe” subjects like entertainment and sports.

This new study, conducted by Stagwell , surveyed 50,000 American adults. The research aimed to understand the impact of ad placement around news topics considered both “unsafe” and “safe.”

The findings reveal that the type of news story shown with an ad does not significantly affect purchase intent or favorability towards the brand. The study found that Gen Z and mothers, two key demographics, were minimally influenced by the content of the news stories in relation to the ads.

However, the 2024 presidential election showed some variation: Republicans viewed brands advertised alongside Biden-related stories less favorably, while Democrats showed a similar trend with Trump-related stories. Yet, these differences were minor, ranging from 1% to 10%.

This supports the argument for news advertising presented to  Radio Ink   by Ad Fontes Media Chief Strategy Officer Lou Paskalis. Paskalis emphasized how it’s crucial to communicate the benefits of local media advertising to businesses effectively.

According to an Ad Fontes Media study, core news fans possess the best socioeconomic and demographic factors. They are more likely to have multiple graduate degrees, use iPhones, travel abroad, and have high discretionary incomes – traits that make them key drivers of business. Despite this, many marketers avoid news advertising, leading to an 80% decline in advertiser investments in news over 15 years and a 50% decline in newsroom employment, according to the US Bureau of Labor Statistics.

Reflecting on recent trends, Paskalis notes that while advertisers risk their brand reputation on platforms like YouTube, filled with user-generated content, they avoid news due to perceived brand risk. This approach needs reevaluation, as it’s illogical to view YouTube as safer than news.

RELATED ARTICLES MORE FROM AUTHOR

CRS360 To Tackle Music Industry Mental Health With Jason Prinzo

Leave a reply cancel reply.

Save my name, email, and website in this browser for the next time I comment.

• Job Title * Please choose an option President/CEO Market Manager General Manager Director of Sales Sales Manager Programming / Ops Manager Account Executive On-Air / Host Digital Manager Marketing Manager News Director Producer Engineer Consultant Administration Legal Counsel Other
• Example: Consultant
• Company Name *
• Name This field is for validation purposes and should be left unchanged.

Our Print Magazine: Radio Ink

Song of the Day -- 'DAY BY DAY' came from a master's thesis

Microsoft, Dell Computers, and Facebook weren’t the only successes created in a dorm room.

John-Michael Tebelak wrote the musical “Godspell” in 1970 as a master’s thesis as a student at Carnegie Mellon University in Pittsburgh.

The play debuted off Broadway May 17, 1971. It ran for over 2000 performances, making it one of the longest-running off-Broadway plays.

In 1976, the play graduated to Broadway where it stayed for 14 months and 527 performances . “Godspell” returned to Broadway in 2011 and ran for nearly 300 performances.

Tebelak’s “Godspell” followed in the footsteps of the popular musical “Hair.” The story was based on parables, mostly from the Gospel of Matthew.

“Godspell” revisits the idea of Jesus as a revolutionary figure, according to the Berkshire Theatre Group.  

“His plan was to re-approach the Biblical parables and text with the innocence of a child, and to play with the material as if it was a school recess,” according to another writer.

Stephen Schwartz, a Carnegie Mellon alum who wrote the music for “Pippin” and “Wicked”, was asked to come up with new music when the play moved from Pittsburgh to New York. He was given five weeks.

Our Song of the Day, “Day by Day,” was the biggest hit.

The song was released as a single in 1972. It peaked at number 13 on the Billboard Hot 100.

Song of the Day is created by Sheldon Zoldan, and produced by Pam James for WGCU. Would you like to receive the Song of the Day in you inbox every day? Send an email to  [email protected]  with the subject line ADD ME TO SOTD.

• Share full article

Advertisement

Supported by

Tony Pigg, Celebrated D.J. of FM’s Golden Age, Dies at 85

Arising from the free-form San Francisco radio scene of the 1960s, he became an influential voice on the powerhouse WPLJ in New York.

By Alex Williams

Tony Pigg, a silky-voiced disc jockey who rode high during FM radio’s golden era — first supplying extended jams to the psychedelic underground on the seminal San Francisco radio station KSAN in the 1960s and later at the powerhouse rock station WPLJ in New York — died on April 26 at his home in Manhattan. He was 85.

His death was announced by his wife, Lucinda Scala Quinn.

Howard Stern recently said on his SiriusXM satellite radio show that he was enamored with Mr. Pigg’s work when he was growing up on Long Island.

“He was one of those guys I was really jealous of,” Mr. Stern said. “When I was growing up I was like, ‘I want to be on the radio, but I don’t have a voice like Tony Pigg.’”

Jim Kerr, another mainstay of the once-dominant WPLJ, said in a statement: “The warmth and wit of Tony Pigg entertained an entire generation of New York radio listeners. His talent was a major reason why in the 1970s, WPLJ became the most-listened-to FM station in America and is so fondly remembered today.”

Mr. Pigg’s deep, sonorous voice was also a staple of television. For three decades he was the announcer for the long-running New York-based live morning show originally co-hosted by Regis Philbin , which has evolved into “Live With Kelly and Mark,” now starring Kelly Ripa and Mark Consuelos.

Tony Pigg was born Richard Joseph Quinn on April 11, 1939, in Sacramento to Philomena (Cantisano) Quinn, a court stenographer, and Joseph Quinn, a corrections officer and milkman. He studied art under the painter Wayne Thiebaud at California State University, Sacramento, and served a stint in the Army before deciding to pursue a career in radio.

He dropped out of college to get his radio license and, after honing his craft at stations in Winslow, Ariz., and his hometown, landed at KSAN, a soundtrack of San Francisco’s Haight-Ashbury scene. It was there that his original “nom de disc,” as he called it — Tony (after a favorite uncle) Bigg (because he was 6-foot-4) — morphed into “Tony Pigg” after a colleague garbled “Bigg” during a meeting.

“It was funny, so I kept it,” he said in a 1983 interview with The Daily Item of Port Chester, N.Y. “Even though it was funny for about a week.”

The station was not a place where people got hung up on particulars. “We were a bunch of hippies — longhaired freaks,” he told The Daily News of New York in 1989.

Eschewing Top 40 playlists and breathless D.J. banter for deep album cuts and anti-establishment satire, KSAN served as a cradle for local bands like Jefferson Airplane, Santana and the Grateful Dead.

Mr. Pigg was particularly close to the Dead, whom he knew through his friend Owsley Stanley , who helped finance the band as well as warp their perceptions, thanks to the fabled LSD he produced.

In 1970, Mr. Pigg moved to New York to join WABC-FM, which soon became WPLJ. A staple of the metropolitan airwaves, it helped pioneer the album-oriented rock format, which focused on popular tracks from heavyweights like the Beatles, Led Zeppelin, the Rolling Stones and David Bowie — basically classic rock before it was “classic.”

He spent more than a decade at the station, which now has a Christian contemporary format. He later manned the microphones at the New York stations WXRK (known as K-Rock) and WNEW-FM.

In addition to his wife, he is survived by two children from a previous marriage, Mark and Lisa Quinn; three other sons, Calder, Miles and Luca Quinn; and a granddaughter.

Listeners over the years hailed Mr. Pigg for his unflappable on-air persona, a manner both warm and cool. In the words of The Daily News, he could “convincingly juggle ‘Mr. Wild, Crazy and Irreverent’ with ‘Mr. Committed Citizen.’”

He had plenty to say, but he measured out his on-air commentary in carefully calibrated doses.

“My own personal theory is just shut up and play the music,” he told The Daily Item. “If I can enhance the music by succinct phrases or inflections, that is really the ultimate craft in jockdom.”

Alex Williams is a Times reporter on the Obituaries desk. More about Alex Williams