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Praxiswissen Radio
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Welches Radiopublikum lsst sich zu welchen Tageszeiten erreichen, mit welchen Radioformaten, in welchen Nutzungssituationen? Was macht einen guten Werbespot im Radio aus? Wie kann man seine Wirkung messen? Welche Rolle spielt das Radio im Vergleich mit anderen Medien und Werbetrgern? Diese und weitere Fragen werden in diesem fr die 2. Auflage aktualisierten und erweiterten Handbuch Praxiswissen Radio beantwortet. Von der Radiolandschaft in Deutschland und der Position des Radios im Werbemarkt ber die Gestaltung von Werbung, die Radioplanung und die Wirkungsforschung bis hin zu Erkenntnissen ber das Radiopublikum und zu einem Blick in die digitale Zukunft des Radios werden alle wichtigen Themen behandelt. Die Autoren sind Medien- und Marktforscher der ARD-Werbung SALES & SERVICES GmbH, Wissenschaftler sowie Radiofachleute und -praktiker.
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