Radio - a traditional media with new possibilities : A description of why and how advertisers in Finland should use radio.

Abstract

For advertisers, radio is often seen as an old-fashioned or traditional type of media. This research enters into new ways radio can be used in advertising, focusing on commercial radio stations in Finland. Today the media industry is changing rapidly, especially when it comes to digitalisations and online advertising, which can be seen in radio as well. This degree thesis is a description on why and how advertisers in Finland should use radio. The aim of this study is to find out and discuss how radio can be used as a part of marketing communications. The limitation in this study is the lack of profound theory on commercial radio in Finland, because existing material tends to be out of date due to the fast changing industry. Therefore the main source is based on empirical research, including five in-depth interviews with seven respondents, in order to gather up to date information from professionals and experts in the industry. The main results of this study include e.g. that radio is highly used together with online advertising, which is a widely discussed topic in this report. There are many solutions available as the technology is evolving and radio stations are constantly developing new innovative ways radio can be used as commercial media. This degree thesis also provides recommendations for advertisers planning to use radio in their advertising campaign. The recommendations are e.g. investing on quality of the radio spot, defining the role of radio as a media, using multimedia solutions and taking advantage of the expertise radio stations have to offer. Also the future of radio advertising is discussed.