Radiowa reklama wyborcza w nieodpłatnych audycjach wyborczych radia publicznego
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Date
2014
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Wydawnictwo Adam Marszałek
Abstract
Zalety i wady radiowej reklamy wyborczej wynikają z pozytywnych i negatywnych cech radia jako nośnika tychże reklam. Ilekroć w literaturze przedmiotu poruszany jest temat reklamy radiowej, tylekroć przybliżane są wady i zalety jej nośnika. Wynika to z prostego powodu: zarówno zalety, jak i wady radia jako nośnika reklam decydują o skuteczności tych przekazów. W artykule omówiono je w kontekście nieodpłatnych audycji wyborczych, emitowanych w publicznym radiu w Polsce. Praktyka nieodpłatnych audycji wyborczych wyraźnie pokazuje jej mankamenty, co opisano w tekście.
The advantages and disadvantages of radio election advertising stem from the positive and negative characteristics of radio as a vehicle for such advertising. Whenever the subject of radio advertising is discussed in the literature, so many times the advantages and disadvantages of its medium are brought up. This is for a simple reason: both the advantages and disadvantages of radio as an advertising medium determine the effectiveness of these messages. The article discusses these in the context of free-of-charge election broadcasts, transmitted on public radio in Poland. The practice of free-of-charge election broadcasts clearly shows its shortcomings, as described in the text.
The advantages and disadvantages of radio election advertising stem from the positive and negative characteristics of radio as a vehicle for such advertising. Whenever the subject of radio advertising is discussed in the literature, so many times the advantages and disadvantages of its medium are brought up. This is for a simple reason: both the advantages and disadvantages of radio as an advertising medium determine the effectiveness of these messages. The article discusses these in the context of free-of-charge election broadcasts, transmitted on public radio in Poland. The practice of free-of-charge election broadcasts clearly shows its shortcomings, as described in the text.
Description
Keywords
radio, nieodpłatne audycje wyborcze, reklama wyborcza, radio, free election broadcasts, election advertising
Citation
Marketing polityczny w gorsecie mediów, R. Wiszniowski, A. Kasińska-Metryka, Toruń 2014, s. 153-165
ISBN
978-83-7780-923-5