The role of radio integrated marketing communication
Loading...
Date
2001
Authors
Van Rheede van Oudtshoorn, G. P.
Mulder, Dalme
Journal Title
Journal ISSN
Volume Title
Publisher
University of the Free State
Abstract
Radio, the oldest broadcasting medium, is still a hugely popular
medium reaching more than eighty five per cent of the South African
population. Radio's output is intimate, friendly and approachable
rather than glamorous. Compared to television, radio is inexpensive
to produce. It has been around so long and is so well trusted that it is
in the happy but difficult position of being taken for granted. It has
been said that the explosion in media choice leaves consumers with
less time to spend with "old" media. Marketers are slowly but surely
beginning to appreciate the qualities that make radio an excellent
choice in any integrated marketing communication program.
Description
Keywords
Integrated marketing communication (IMC), Radio, Broadcasting
Citation
Van Rheede van Oudtshoorn, G. P., & Mulder, D. (2001). The role of radio integrated marketing communication. Communitas, 6, 33-52.