Schon gehört? Werbung im Lokalradio

Although the scientific examination of radio, alongside other aspects of media research, often remains in the shadows, this old medium still holds significant value. This work not only demonstrates that radio has become a personal companion for many throughout the day over the years, but also highlights its diverse functions as an advertising medium. The focus is on local radio media from and for the immediate environment. While the first part closely examines theoretical foundations, the second part aims to generate results through interviews with experts. This includes surveys of advertisers who collaborate with Radio Grün-Weiss. This integration of theory and practice serves to answer the research question: What role does local radio play for advertising companies in Upper Styria?.