Radio Advertising Research Paper

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The first book on radio advertising was published in 1927.

The Great Depression following the Wall Street Crash of 1929 further accelerated the development of radio advertising.

Generally, there are four time slots on radio: morning drive (a high-rate, premium period, usually because audiences are at their daily peak at this time); daytime; afternoon drive (the second biggest audience of a weekday); and evening.

It is calculated that radio reaches three-quarters of consumers every day, or approximately 95 percent of consumers during a whole week, which surpasses both the percentage of newspaper readers and television viewers.

All four types of announcements are referred to as spots and their length is an average 60 seconds.

Ads are aired in blocks of six or more and thus a spot may last for five minutes of airtime.


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