Radio and radio advertising from the very begining to the present, the use of localş radios in Turkey as an advertising medium, their problems and a suggestion of model

Radio and Radio Advertising From The Very Beginning To The Present, The Use Of Local Radios In Turkey As An Advertising Medium, Their Problems And A Suggestion Of Model Hüseyin Altunbaş Reklamcılık ve Halkla İlişkiler Anabilim Dalı Anadolu Üniversitesi Sosyal Bilimler Enstitüsü, Haziran 2003 Danışman: Prof. Dr. İlhan Ünlü Radio is one of modern civilization's early forms of electronic communication, and it holds an important place in developing media structure. So far it had been examined aspects of technics, programme and law but aspect of ad medium of radio has underexamined. Nevertheless first part of this study has been examined using side of radio of being ad medium in history both radio broadcast history and radio advertising. In second chapter radio stations have been studied as ad medium of radio which of administration, technics, programme, broadcasting schedule, advertising and promoting activities and structure of ad department. Third chapter have been evaluated phases of preparing, recording and broadcasting toward media plamiing of radio ads. Since 1994 local radio stations have increased that according to RTÜK records it is approximately percent of 90. In spite of this high proportion it is not possible to being efficient of advertising potantial and organization structure of local radios. It should not evaluated as problem of radios will be able to solve itself. There are problems of radio broadcasting must be solve out of local radios in Turkey. The solving of this problems will reflect ad power of local radios and able to reach to effective contraction as ad medium. In fourth chapter is being application chapter has been evaluated c urrent s ituation o f 1 ocal r adio s tations i n T urkey and a d p recessing w ith point of view ad agency and media firms.