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Radio is becoming increasingly popular as an advertising medium. At the same time, more and more companies are integrating direct marketing in their communication strategies. Considers the influence of the day of the week, the time of the day, the position of an ad in the commercial break, the length of the commercial break and the type of the preceding program on two effectiveness measures: responses per rating point and responses per cost using a field experiment. A total of 111 commercial spots, covering two campaigns, were broadcast on two radio stations in The Netherlands. Tobit analysis is used to test the influence of the different variables. The most effective direct response radio commercials are those broadcast on Monday, Tuesday and Wednesday and those broadcast between 2.00 p.m. and 4.00 p.m.

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.

This study aims to analyze the impact of radio advertisements on urban commuters towards buying behaviour in retail stores and attempts to determine the role of radio advertising on dissemination of information on the sales promotions. The impact of radio advertisements on the store choice and buying preferences are analyzed based on empirical investigation.

This study is based on the empirical investigation of urban commuters who acquire information on sales promotion by listening radio advertisements during travel time. The sample respondents selected for the study frequently commute to their workplaces from the residential areas located in the southern, northern and suburban habitats in Mexico City. Data were collected by means of personal interviews during 2007‐2009 in different festival seasons broadly categorized as three seasons: April‐June (Spring sales following the occasions of Easter vacations, Mother's day and Father's day), July‐August (Summer sales) and November‐January (Winter sales following prolonged Christmas celebrations), when retailing firms including supermarkets, departmental stores and shopping malls advertise sales promotions frequently on radio.

The study reveals that shopping behaviour of urban consumer at retail stores in response to radio advertisements is highly influenced by the physical, cognitive and economic variables. Radio advertisements propagating promotional messages on sales of products have quick response to the supermarkets and department stores. Listeners of radio commercials are attracted towards advertisements, which are more entertaining while disseminating the message. This study on impact of radio advertisements on consumer behaviour revealed that advantage shopping at retail stores in response to radio advertisements is highly influenced by the physical, cognitive and economic variables.

A large number of people listen to radio while commuting in urban areas and respond to the broadcast of various commercial messages. There are limited studies available on radio advertisements and their socio‐economic impact. This study contributes to the existing literature on the subject.

The development of radio in the US shows the debates about how the new medium of communications should be controlled and financed. Generalisations about capitalist business ethics having uncontested sway in creating an advertiser‐supported, private‐sector medium rest on ignorance of the concerns aired in the press during the 1920s. However, the final outcome in the US did depend on a reliance on advertising to pay for the medium.

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.

Focusing on the early development of the three major forms of local advertising employed by independent department stores across the USA – newspapers, radio, and television – this paper examines continuity in the industry's commercial use of new technologies.

The research draws on different types of primary sources, including department store financial records and correspondence, retailing trade literature, industry publications, newspaper advertisements, and radio advertisement transcripts.

The local and regional markets of the independent department store, and to some extent, department store chains, required local advertising, something best served by newspapers in the period under study. While many retailers embrace the commercial potential of radio and television as they appear in the 1920s and late 1930s, respectively, others are reluctant to divert their advertising budget away from newspapers. Trade writers for the department store industry and radio and television reveal tension between the National Retail Dry Goods Association, with its progressive orientation and professionalizing goals, and the more traditional merchants these experts are trying to modernize. The paper also suggests, perhaps as a subject for future research, that as radio and television lost their local orientation and became increasingly commercialized and national, independent department store advertising would not have been able to compete with department store chains.

Although much has been written about national advertising, cultural, and business historians have conducted little research on local advertising, the type typically employed by independent department stores. This paper provides an introduction to the three major advertising formats most often used by independent department stores as each medium first emerged as a potential selling tool.

Reviews product life cycle theory and examines empirical evidence. Reports on empirical research carried out to determine the applicability of the theory to popular record products. Proposes a framework of the relationship between the producer life cycle and the marketing mix.

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.

This study investigates household access to traditional and new media, media exposure, time spent on media and other activities, and attention to advertising among rural children in mainland China.

A survey of 1,008 rural children ages six to 13 in four Chinese rural provinces was conducted in March 2003. Questionnaires were distributed through elementary schools. The number of students in each school varied from 150 (in Heilongjiang) to 575 (in Yunnan). All the schools were situated in counties with population of less than 131,000. A national research company was appointed to administer the data collection.

Ninety‐eight percent of rural Chinese children have access to television and 71 percent have access to children’s books. Access to other broadcast and print media was under 50 percent. Most of the media consumption was in‐home. Rural children spent most of the time playing with friends, study and watching television. Older children spent more time on media and other activities than younger children. Boys spent more time on electronic games, radio and videotapes than girls. Respondents reported that they sometimes watched television commercials while they seldom attended to advertisements in all other media.

This paper offers insight to design media strategies to disseminate product information to rural children in China.

The purpose of this paper is to show how managers of Polish local radio stations construct their organizations in terms of archetypes of rivalry as a response to perceived changes in the environment.

First the central notions are explained, such as market, competition, archetype, and then the findings from a prolonged empirical study are presented.

Environmental change is seen as the plot on the managers' narratives, whereas the chosen archetypes of rivalry – as characters in those stories – are supposed to handle the changes.

The paper explores some aspects of the narrative construction of environmental change.