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Language
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Vom Sound zur Markenwelt: Die emotionale Macht des Radios. Qualitative und quantitative Analyse eines Funkspot-Experiments
Media Perspektiven, issue 6 (2022), pp. 288-294
"Radio kann mit Gestaltungselementen wie Stimme, Geräuschen und Musik Marken schaffen und profilieren. In einem Experiment wurden drei Radiospots für einen fiktiven Schokoriegel mit gleichem Text, aber unterschiedlicher Emotionalität produziert. Die drei Spots („Der Verführer“, „Der Animat
...
Inside rádio
Kantar Ibope Media (2019), 35 pp.
Manual de planificación de medios: Todo lo que hay que saber para planificar correctamente los medios
Madrid: ESIC Editorial, 6th ed. (2018), 622 pp.
Trends in Radio Research: Diversity, Innovation and Policies
Newcastle upon Tyne: Cambridge Scholars Publishing (2018), xii, 364 pp.
Brazil: Media from the Country of the Future
Bingley: Emerald Publishing (2017), xl, 393 pp.
Research Report: Regulatory Framework for Community Broadcasting
Johannesburg: Independent Communications Authority of South Africa (ICASA) (2017), 109 pp.
"There are currently 280 community broadcasting services (275 community sound and 5 community television services). According to AC Nielsen and All Media and Products Survey (AMPS) data, community broadcasting services collectively take up an audience share of 6.3 million people in South Africa. How
...
TRAI Consultation on Community Radio: Survey on Advertising and Other Community Radio Related Issues
New Delhi: OneWorld Foundation India (2015), 14 pp.
Wahlwerbung im Radio
Wiesbaden: Springer VS (2014), 271 pp.
"Das Radio ist, zusammen mit dem Fernsehen, das mit Abstand meist genutzte Medium in Deutschland. Auch die bundesdeutschen Parteien nutzen es häufig für ihre Werbung im Vorfeld von Wahlen. Trotzdem führt Wahlwerbung im Radio im Gegensatz zu Wahlwerbung auf und in anderen Trägermedien (z.B. Ferns
...
Technologische Dramen: Radiokulturen und Medienwandel in Benin (Westafrika)
Bielefeld: transcript (2014), 385 pp.
"Neue Mediengesetze und Technologien verändern das Radio in Westafrika. Tilo Grätz analysiert diesen Wandel am Beispiel der Aneignung von Radiotechnologien in Benin. Er zeigt: Die Prozesse vollziehen sich im Wechselspiel von Produzenten, Hörern und technischen Möglichkeiten unter dem Einfluss me
...
Keith's Radio Station: Broadcast, Internet, and Satellite
Burlington, Mass.: Focal Press, 9th ed. (2014), xxv, 503 pp.
Dimensions of Advertising Theory and Practice in Africa
Dakar: Amalion Publishing (2013), xxii, 256 pp.
Radio, Werbewirkung und Kontakte
Media Perspektiven, issue 10 (2013), pp. 471-482
"Die Werbekunden erwarten von den Vermarktern Nachweise über die Wirkung der gebuchten Werbeflächen und Werbezeiten. Neben dem Return on Investment (ROI), der angibt, welcher Anteil der Werbeausgaben über den Mehrumsatz des beworbenen Produktes zurückgespielt wurde, gibt es eine Vielzahl weitere
...
Description and Analysis of Advertising Used in Argentinean Radio Prime Time
In: Radio Evolution: Conference Proceedings
Madalena Oliveira, Pedro Portela, Luís António Santos (eds.)
Braga: Communication and Society Research Centre University of Minho (2012), pp. 319-328
"Radio advertising in Argentina has been adapted to the changing needs of radio. This paper aims to describe and analyze the advertisement formats used in the four leading prime time programs in Argentina. The methodology is a content analysis that is applied to a sample of four programs each one wi
...
Handbuch für Mediaberater im Hörfunk
Baden-Baden: Ed. Fischer Nomos, 2., aktualisierte Aufl. (2011), 196 pp.
"Das Buch ist nicht als allumfassendes, wissenschaftliches Fachbuch zu verstehen. Vielmehr ist es ein Buch für die tägliche Praxis. Es vermittelt Grundlagenwissen aus den Bereichen Marketing, Medien und der Kommunikation mit dem Kunden (u.a. aus dem NLP). Darüber hinaus finden Sie eine Vielzahl v
...
Praxiswissen Radio: Wie Radio gemacht wird - und wie Radiowerbung anmacht
Wiesbaden: VS Verlag für Sozialwissenschaften, 2., aktual. und erw. Ausg. (2011), 272 pp.
Medienmarketing: Marketingmanagement für werbefinanziertes Fernsehen und Radio
Stuttgart: Lucius & Lucius (2009), x, 177 pp.
Money Matters: How Independent Media Manage to Survive. 15-16 September 2006
Aachen: Catholic Media Council (CAMECO); Forum Medien und Entwicklung (fome) (2007), 77 pp.
"Discussions on how to support sustainability of independent media generally focus on the political conditions, the legal framework and – especially in German development cooperation – on the quality of journalistic coverage. Nevertheless, economic factors are of equal importance, not only for p
...
Medienmanagement: Grundlagen und Praxis für Film, Hörfunk, Internet, Multimedia und Print
München: Deutscher Taschenbuch Verlag (dtv) (2007), 305 pp.
La publicidad puesta al día
Buenos Aires: La Crujía, 2a ed. (2006), 236 pp.
Participative Marketing for Local Radio
Key Guidance
Wellington: Original Books (2003), 160 pp.
"This sourcebook places its focal point on participative marketing, which is defined as "making full use of all available channels to improve the communication between an organization and all the groups and people it has relationships with." The first chapters give an introduction to marketing in ge
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