Radio advertising includes advertising spots, sponsorships and advertising campaigns. Advertising campaigns take place at pre-selected times and consist of presenter spots, promotional announcements and traditional radio advertisements. Radio advertising spots and advertising campaigns differ mainly in length, but also in frequency, content, listeners' involvement and price. The radio presenter plays a major role in the advertising campaign; listeners trust him and have a special bond with him that has been forged over the years or during special events. In my diploma, I present the types of advertising on radio and explore, how an advertising campaign affects radio listenership, how an advertising campaign increases interest in the advertised product or service and what time of the day is the most effective for carrying out an advertising campaign. The research was based on interviews; through a focus group of 6 radio listeners, aged 28 - 35, I've got the answer, if the presenter's input or the radio advertisement plays a bigger role in the decision of potential buyers to purchase the advertised product. In the survey, I also give an answer to the price differences between the purchase of traditional radio advertisements and advertising campaigns.
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