Formatos y estilos publicitarios en el "prime-time" radiofónico español: infrautilización y sequía de ideas

Abstract

Study of the advertising that appears on general prime-time radio acquires special relevance at a time when experimentation with new forms of advertisement broadcasting is one of the principal demands of the different subjects that intervene in advertising activity, especially the creative subjects. However, the innovation that is required for this medium clashes with the reality of a radio that, deriving from the analysis of nearly 500 advertising inserts, continues to rely on traditional formulas and appears to continue anchored to a role of complementing and supporting campaigns that relate to other media such as the television and the press.