The modern role of radio advertising within the framework of the integrated marketing communications system

Document Type : Original Article

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Department of Communication and Media Sciences - Faculty of Arts - Ain Shams University

Abstract

The study aims to identify the modern role that radio advertising plays within the integrated marketing communications system, and its position among the rest of the other marketing means, and to identify the factors affecting the choice of radio as an advertising medium in the modern era, as well as monitoring the nature of radio advertising, its various forms and objectives, in addition to identifying target audience’s attitudes  towards the radio advertisement, its perceived usefulness and its credibility, and the extent to which the target audience relies on the radio advertisement when making a purchasing decision compared to other means. Objectives of the study included monitoring the practical reality in the modern era of the position of the radio advertisement among the rest of the elements of the integrated marketing communications system; Knowing the nature of the radio advertisement in terms of form and content in the current era; examining the Egyptian public's attitudes towards the radio advertisement, and its credibility with them and exploring the extent of the respondents ’dependence when making the purchasing decision on the radio advertisement, and its importance for them compared to other means in the integrated marketing communications system.

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