A PUBLICIDADE RADIOFÔNICA EM BUSCA DE UMA NOVA CONFIGURAÇÃO

Detalhes bibliográficos
Ano de defesa: 2006
Autor(a) principal: Soares, Rodolfo Dantas lattes
Orientador(a): Tarsitano, Paulo Rogério lattes
Banca de defesa: Galindo, Daniel dos Santos lattes, Adami, Antonio lattes
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: por
Instituição de defesa: Universidade Metodista de São Paulo
Programa de Pós-Graduação: PÓS GRADUAÇÃO EM COMUNICAÇÃO
Departamento: Processo Comunicacionais
País: BR
Palavras-chave em Português:
Palavras-chave em Inglês:
Área do conhecimento CNPq:
Link de acesso: http://tede.metodista.br/jspui/handle/tede/761
Resumo: Even though a group of aspects give to the radio a great power to call listeners attention and involve them with its message; even though the radio is the media with the greatest penetration into the houses and cars in Brazil; even though the adaptation of the radio to the digital technologies bring optimistic perspectives to the mean; even though the modern society is creating extremely busy individuals, who spent more time at work than at home, opening space to the unique mean that allows execution of other tasks while it1s been consumed, commercially, the radio passes through great troubles to attract advertising investments - the main way of income of the radio. Due to this fact, this exploratory research intends to identify and analyze the facts that influenced on the low position of the radio in the advertising investments ranking. For this reason, two fundamental questions will be analyzed: the use of the expressive and persuasive possibilities of the radio phonic advertising in the advertisements played by the stations and the perception of the professionals involved on the operationalization of the radio phonic advertisement about the advertising activity in the radio.