Discursive Constiturion of Radio Advertisement in Ukrainian-Language Media Space
Abstract
Research methodology. To obtain reliable results, we used theoretical and empirical research methods, in particular, source-search, content analysis (for study reports prepared by the All-Ukrainian Advertising Coalition), monitoring radio air, internal analysis of the content of advertising messages in the global radio broadcast on the marker of the use of the Ukrainian language; systematization and induction to find out the advertising potential of Ukrainian-language broadcasting.
Results. The state of development of the market of radio advertisements in Ukrainian-language broadcasting is determined, new approaches to the system of monetization of radio advertising in the conditions of the Internet are outlined.
Novelty. It has been established that Ukrainian-language advertising space is underestimated by advertisers. In Ukraine, advertising budgets are distributed among several national radio stations, regional broadcasting is in a state of stagnation. The Internet advertising sector, which operates under the convergence between traditional radio and Internet-specific laws, has not yet been investigated. The placement models and the cost of radio advertising on the Internet are carried out in three ways: traditional, combined and up-to-date. Under the traditional approach, a set of advertising tools that are unique to broadcasting are used. The combined approach involves the convergence of advertising opportunities between terrestrial and Internet broadcasting. The radio station uses a set of traditional radio advertising tools, in addition, integrates into its work the latest advertising opportunities of digital-advertising (radio «Aristocrates» (Kyyiv), «Skovoroda» (Lviv)). The latest approach is characterized by the transition to modern ways of presenting and commercializing radionavigation through typical Internet advertising, but not inherent to radio advertising tools («Svoе Radio», Kyyiv).
The practical significance. The results of the study can be used to develop an optimal financial plan model for a newly created or existing network radio station.
Key words: All-Ukrainian advertising coalition, radio broadcasting, radio advertising, advertising media market, Ukrainian-language radio air.References
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