Radio evolution - ICS - Universidade do Minho

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Mª Luz Barbeito Veloso; Anna Fajula Payet & Ana Mª Enrique Jiménezsilence facilitate the generation of sound images; well employed, they can make a positive contribution to thecreative process and enhance brand recall. In short, they construct a brand’s personality and link it to given values- factors basic to its survival and brand life.The emergence of the digital sonosphere furthers the objectives of creativity. Its arrival marks theconfiguration of a new creative landscape that can be very fertile for the growth of new advertising formats thatemploy sound. Furthermore, the individuality that this new environment inherently fosters is enabling users tocreate their own individual universes of sound, intensifying and radicalising the personalisation of the type ofmessages they receive.It became clear during the preliminary phase of this research on youth media habits and the digitalsonosphere carried out by the Publiradio research group that the advertising sector has not taken advantage ofthe characteristics of the new media environment to create new formulas for advertising that employs sound as amedium. The shift from radio advertising to ‘sound’ advertising has been merely rhetorical - a case of old wine innew bottles. The form and content of radio advertising remain unchanged. Radio advertising has beentraditionally resistant to change and sound advertising seems to be heading down the same road.The study also revealed that young people place a high value on creativity and view it as an essentialelement of messages directed to them. It is therefore clear that the advertising sector must embrace creativity anddevelop new communications formats and formulas that will break the vicious downward cycle that isprogressively leaving advertising using sound as a medium on the sidelines of the advertising game.ReferencesAmabile, T.M. (1983) The social psychology of creativity. New-York: Springer-VerlagBalsebre, A. et al. (2006) Los mitos de la publicidad radiofónica. Madrid, CátedraBarbeito, Mª Luz and Fajula, Anna (2009) “La sono-esfera digital como nuevo entorno creativo”. Actas Icono 14, NºA3, pp.577-591Bull, Michael (2005) “No dead air! The iPod and the culture of mobile listening”. Leisure Studies, 24, 4, 343-355Cebrián Herreros, M. (2008). La Radio en Internet: de la ciberradio a las redes sociales y la radio móvil. Buenosaires: La CrujíaCummings, Barton A. (1984) The Benevolent dictators: interviews with the advertising greats. Chicago: CrainPublishingDahlén, Michael; Rosengren, Sara and Törn, Fredrick (2008) “Advertisig cretivity matters”. Journal of AdvertisingResearch, 392-403El-Murad, Jaafar and West, Douglas C. (2004) “The definition and measurement of creativity: What do we know?”.Journal of Advertising Research, 188-201Fox, Stephen (1985) The mirror makers: a history of American advertising and its creators. New-York : VintageBooks EditionHirschman, E.C. (1989) “Role-based models of advertising creation and production”. Journal of Advertising, 18, 4,42-53Jones, John P. (1992) How much is enough? Getting the most from your money. New-York, Lexington BooksKirmani, Amna and Rao, Akshay, R. (2000) “No pain, no gain: A critical review of the literature of singalingunboservable product quality” . Journal of Marketing, 64, 2, 66-79Koslow, Scott; Sasser, Sheila, L. and Riordan, Edward A. (2003) “What is cretive to whom and why? Perceptions onAdvertising Agencies”. Journal of Advertiting Research, 96-110294 | ECREA: Radio Evolution: technology, content, audiences – conference 2011
Creativity: the key to creating successful advertising messages in the digital sonosphereKover, Arthur.J.; Goldberg, Stephen.M. and James, William.L. (1995) “Creativity vs. Effectiveness? An integratingclassification for advertising”. Journal of Advertising Research, 35, 6, 29-40(1995) “Copywriters. Implicit theories of communication: an exploration”. Journal of ConsumerResearch, 21,4, 30-45Machleit, Karen A.; Allen, Chirs T. and Madden Thomas J. (1993) “The mature brand and brand insterest: analternative consequence of ad-evoked affect”. Journal of Marketing, 57, 4, 72-82Mumford, M.D. and Gustafson, S.B. (1988) “Creativity syndrome: Integration, application, and innovation”.Psychological Bulletin, 103, 1, 27-43Otnes, Cele; Oviatt, Arlo A. and Treise, Deborah M. (1995) “Views on advertising curricula from experiencedcreatives”. Journalism Educator, nº 49, 21-30Perona, Juan José (2007) “Formatos y estilos publicitarios en el prime-time radiofónico español: infrautilización ysequía de ideas”. Revista Zer, nº 23Reid, Leonard N.; King, Karen W. and DeLorme, Denise E. (1998) “Top-level agency creatives look at advertisingcreativity then and now” . Journal of Advertising Research, vol.27, nº 2,1-16Ricarte, José Mª. (2000) Procesos y técnicas creativas publicitarias. Bellaterra: Servei de Publicacions UABStone, Gerald, Besser, Donna and Lewis, Loran E. (2000) “Recall, liking and creativity in TV commercials: A newapproach” . Journal of Advertising Research, 40, 3, 7-18Till, Brian D. and Baack, Daniel W. (2005) “Recall and persuassion. Does creativity matters?”. Journal ofAdvertising, 34, 3, 47-57Weilbacher, William M. (2003) “How advertising affects consumers”. Journal of Advertising Research, nº 43, 230-234(1993) Brand Marketing. Lincolnwood: NTC Business BooksWhite, Gordon E. (1972) “Creativity: The X Factor in advertising Theory”. Journal of Advertising, 1 (March), 24-28Young, John G. (2000) “Creative differences between copywriters and art directors”. Journal of AdvertisingResearch, 40, 3, 19-26ECREA: ‘Radio Evolution: technology, contents, audiences – conference 2011 | 295
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The development of the news-informa
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Music as mass consume in the web ra
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2 | ECREA: Radio Evolution: technol
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media, radio opened channels for di
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Luís BonixeWe analyzed the Faceboo
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Luís BonixeFinally, social network
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Luís BonixeMethodologyThe purpose
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Luís BonixeNews isbroadcast ontrad
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Luís BonixeMayfiled, Anthony (2008
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Tiziano Boninibody of the radio med
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Tiziano BoniniCase history #1: RaiT
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Tiziano BoniniPodcasts are easy to
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Tiziano BoniniSocial media Manifest
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Tiziano BoniniVol. No. 51 Issue No.
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Teresa Piñero-Otero & Fernando Ram
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Lawrie Hallettregulatory frameworks
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Lawrie Hallettduplicate that carrie
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Lawrie HallettNevertheless, given t
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Lawrie Hallett48 | ECREA: Radio Evo
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Susana Herrera Damas & José Luís
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Título del ejePercentageMaria Guti
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Maria Gutiérrez; Xavi Ribes; Josep
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CorporativaFlaix matíInteractuaCor
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Pierre BélangerThe Canadian Radios
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Pierre BélangerFigure 1: Astral's
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Pierre BélangerFor both traditiona
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Pierre Bélangerbrand(s), he has fi
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Pierre BélangerFigure 5: Digital S
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Pierre BélangerAlthough the online
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Pierre BélangerLeggatt, H. (2010).
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Pierre Bélanger94 | ECREA: Radio E
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Hélder Bastos; Helena Lima; Nuno M
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Radio journalists and the Internet:
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Oliveira, M.; Portela, P. & Santos,
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Casting doubts on Web Media. Can In
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Digital radio in Brazil: analysis o
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From Radio to R@dio: broadcasting i
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Live and local no more? Listening c
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Local broadcasters in the convergen
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The ways of participation. The volu
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Influences of Political Economy on
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Euranet: a Case of Study of Pan-Eur
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Part II :ContentChapter 3 | New rad
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Changes in Patterns of contemporary
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The French highway radio: a model f
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Band FM of Journalism of São Paulo
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One Half of the Story: Radio Drama,
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One Half of the Story: Radio Drama,
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Formal or informal ‘you’? ‘Vo
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Democratic barricades: the presence
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Part II :AudiencesChapter 5 | New M
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Measuring Community Radio Audiences
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‘I know exactly who they are’:
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Chapter 6 | Radio Globalizationand
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The Radio’s afterlife. Three sphe
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Radio and the Web: BBC radio as a n
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University radio stations in Brazil
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Brazilian Auditorium Programs and Q
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Breaking Radio Boundaries: a new en
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Part II :IdentityChapter 7 | Identi
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Internet radio as a mean to constru
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Free, Pirate, Community - the repre
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Radio, Citizenship and Social Ident
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The German-speaking radio in Silesi
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Basque and Gael speaking radio jour
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Antonio AdamiThe radio in Brazil wa
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Antonio AdamiFigure 1: Relação da
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Antonio Adamipublished in February
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Antonio Adami1929 - São PauloPRB-9
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Antonio Adamione big auditorium and
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Radio evolution - ICS - Universidade do Minho

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