Radio en geïntegreerde bemarkingskommunikasie: kritiese vraagstukke
Loading...
Date
2003
Authors
Boshoff-Jansen, Jeannette
Mulder, Dalme
Journal Title
Journal ISSN
Volume Title
Publisher
University of the Free State
Abstract
Radio stations cannot only pay attention to their on-air product and
presume that it will ensure the desired listenership figures and optimal
advertisers. Radio stations that want to be successful - as a radio
station and as a business - have to make use of an integrated
marketing communications approach. In this article, the authors
examine the extent of integrated marketing communications per se, as
well as the indispensable role of integrated marketing
communications within the realm of broadcast media. The authors
conclude by identifying certain questions that radio stations could ask
to investigate which defects and/or deficiencies exist in their stations'
marketing communications. The answers generated from these
questions could guide a radio station towards establishing an
effective integrated marketing communication strategy.
Description
Keywords
Radio, Advertising, Integrated marketing communication (IMC)
Citation
Boshoff-Jansen, J, & Mulder, D. (2003). Radio en geïntegreerde bemarkingskommunikasie: kritiese vraagstukke. Communitas, 8, 85-105.