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This research analyzes how ad formats are incorporated into the structure of radio programming and provides a scheme for classifying advertisements in light of the overall organization of the radio programming schedule.

This chapter consists of three parts. The first part presents the main ad formats aired on the radio. The second discusses the challenges for classifying ad formats based on the characteristics usually employed in most studies. Finally, the third part of the chapter proposes a new taxonomic basis for the classification of radio advertising. Scholars from Spain and the United States provide the theoretical framework that serves as a main foundation for this work. However, Brazilian data forms the empirical basis for the classification of the ad formats in this research.

The approach moves the description of ad formats from an individual definition of each type of announcement – the ad formats – toward a broad analysis of radio advertisements, which groups the set of compositions in ad meta formats. The meta formats are distinguishable by the distribution mode or insertion mode of the ads in the radio programming.

The chapter presents an original taxonomy, which allows the development of a general framework regarding the advertising typology aired on the radio.

Future research could use this taxonomy to attend to the new landscape created by the changing electronic media and its influence on the analog radio programming.

The study explores how economic factors influenced the coverage of COVID-19 in a privately owned commercial radio, Central Broadcasting Service (CBS), in Uganda. The station was selected mainly because it is one of the biggest radio stations in Uganda in terms of influence and audience reach. In addition, CBS is one of the few radio stations which carry elaborate news bulletins in the country. Most of the other stations put more emphasis on entertainment and only carry news as briefs. Since the liberalisation of airwaves in Uganda in 1993, a lot of research has been conducted on the performance and influence of commercial radio. However, there is little scholarship on the influence of economic factors on the coverage of health crises by commercial radio. The study employs the Critical Political Economy and Framing theories to understand how stories about COVID-19 were framed and the motivations for the identified frames. Quantitative content analysis was used for this study. The study found that the economic imperative influenced the frames chosen by reporters and editors at CBS during the coverage of COVID-19.

It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a company’s activity. Therefore, it should not be surprising that the average recipient associates marketing with advertising, competitions and leaflets about new promotions delivered to houses or offices. Advertising, especially Internet advertising, is one of the most effective forms of marketing and one of the fastest developing areas of business. New channels of communication are emerging all the time – the Internet, digital television, mobile telephony; accompanied by new forms, such as the so-called ambient media. Advertising benefits from the achievements of many fields of science, that is, psychology, sociology, statistics, medicine and economics. At the same time, it combines science and the arts – it requires both knowledge and intuition. Contemporary advertising has different forms and areas of activity; yet it is always closely linked with the operations of a company – it is a form of marketing communication.

The indices of marketing communication presented in this chapter are generally known and used not only by advertising agencies but also by the marketing departments of many organisations. Brand awareness, advertising scope and frequency, the penetration index or the response rate belong to the most widely used indices; others, like the conversion rate or the affinity index, will get increasingly more significant along with the process of professionalisation of the environment of marketing specialists in Poland and with increased pressure on measuring marketing activities. Marketing indices are used for not only planning activities, but also their evaluation; some of them, such as telemarketing, mailing and coupons, provide an extensive array of possibilities of performance evaluation.

The study of markets encompasses a number of disciplines – including anthropology, economics, history, and sociology – and a larger number of theoretical frameworks (see Plattner, 1989; Reddy, 1984; Smelser & Swedberg, 1994). Despite this disciplinary and theoretical diversity, scholarship on markets tends toward either realist or constructionist accounts (Dobbin, 1994; Dowd & Dobbin, forthcoming).¹ Realist accounts treat markets as extant arenas that mostly (or should) conform to a singular ideal-type. Realists thus take the existence of markets as given and examine factors that supposedly shape all markets in a similar fashion. When explaining market outcomes, they tout such factors as competition, demand, and technology; moreover, they can treat the impact of these factors as little influenced by context. Constructionist accounts treat markets as emergent arenas that result in a remarkable variety of types. They problematize the existence of markets and examine how contextual factors contribute to this variety. When explaining market outcomes, some show that social relations and/or cultural assumptions found in a particular setting can qualify the impact of competition (Uzzi, 1997), demand (Peiss, 1998), and technology (Fischer, 1992). Constructionists thus stress the contingent, rather than universal, processes that shape markets.

This chapter presented cognitive radio networks in construction. The construction industry requires an efficient bandwidth of wireless technology for effectiveness without delay. The persistence of challenges with the investment in third generation is a great concern, and this chapter identified investing in fifth generation (as an alternative) to enlarge bandwidth for better effectiveness that is capable of dealing with unavailable or scarcity of radio spectrum. The application of fifth generation will permit efficient utilisation of the radio spectrum by the primary and secondary users to detect the spectrum parameters which will highlight the direct and adequate interaction with the radio channel. This chapter further considered the usage of this technology as it relates to permitting sharing of sense in the spectrum.

This paper explores how firms within the audience measurement industry, specifically its radio and television markets, have navigated myriad market and nonmarket challenges. The market strategies and the nonmarket forces that constrain those strategies are largely defined by two features: the delineation of its geographic markets by political boundaries and markets that have natural monopoly characteristics. While the pre-monopoly stage or periods of competition may be comparatively short-lived, they are still telling. Monopolists undertake market strategies designed to ensure that they are not supplanted and nonmarket actions geared to avoiding undesirable constraints and reputational damage. Depending on their legal and regulatory environment, customers of the measurement services have used both market and nonmarket actions to mitigate the market power of the audience measurement firms. This paper focuses primarily on the U.S. radio and television audience measurement markets that Arbitron and Nielsen, respectively, have dominated for decades. Non-U.S. markets, which frequently feature America’s foremost firms, illustrate alternatives to America’s largely laissez-faire approach.

In this paper, we explore the conditions under which organizations that compete in both market and non-market domains might engage in collective strategy. We study low-power FM radio activists in the U.S., who employed a collective strategy both within and across geographic communities to gain the right to broadcast in low-power broadcast spectra. By comparing and contrasting two stages of the micro-radio movement, we argue that, under certain conditions, for collective strategy to be viable, organizations competing on the dimensions of both ideology and resources must recognize themselves as members of an identity group, based on their common struggle against a stronger, more salient enemy. We highlight the role of collective strategies in the processes of organizational ecology, and discuss the generalizability of our argument.

We draw on an in-depth investigation into the phenomenon of community radio in India to identify the emergence of an institutional logic in a field. We delineate five stages of emergence, starting with problematization of dominant logics and ending with formation of an institutionally complex field. Further, we highlight how such a process results in organizational forms that reflect ongoing struggles among dominant logics and the emerging logic. We contribute to neoinstitutional studies on the emergence of social objects and also draw the attention of emergence theorists to the contested manner in which emergence takes place in the social world.