Radio in the business advantages of marketing propaganda.doc

 PAGE \* MERGEFORMAT 17 Radio in the business advantages of marketing propaganda As business competition intensifies, particularly one to sell season every year, the shopping malls, supermarkets in order to maintain and expand its market share, have a considerable strength to carry out promotional and advertising efforts also will be increased. However, business promotional advertising in all media, delivery, there are still a serious imbalance. For example there is a store from Handan City in August 2004 to mid-October mid-run in the newspaper up to 50 million, while radio ads fees are only 1.5 million, less than one-thirtieth of the newspaper. Businesses in selecting promotional media, that the large amount of newspapers to offer, subject to a number of features, but also left word that can save consumers can find information from above, while the radio is only sound, no images and text, therefore, there is no newspaper of its advertising effectiveness is good, to do promotions preferred newspapers, and radio advertising is insignificant, dispensable. It is precisely because business-to-transmission characteristics of the various advertising media is not deep, comprehensive understanding, especially for broadcast media, the lack of adequate understanding of the advantages, resulting in their lack of promotional advertising media mix, or incomplete entries, both business promotions may result in up to less than ideal effect of publicity and advertising costs to waste merchants, while the broadcast media in the advertising staff to produce a misleading view radio as a traditional advertising media is losing the advantages of a weak media. Therefore, it is necessary to broadcast propaganda in the commercial promotion of the advantages of re-awareness in order to adapt to fierce competition in the advertising market. Compared with other media such as newspapers, radio communication has the following advantages: First, the radio coverage of a wide audience lar