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The current article shows that a large extent of the radio advertising of products related to health infringe the current legislation. The analysis of a sample of 430 different commercials, 1,664 taking into account their broadcasting frequency, has permitted to identify the four categories of product which gather the illicit claims: food, beverage, beauty and hygiene and health. The proportion of deceptions for every illicit radio spots reaches 3.99 in the generalist radio and 2.2 in the thematic radio. The most frequent type of deceit refers to products which supposedly provide a sure relief or certain cures. ; El presente trabajo demuestra que buena parte de la publicidad radiofónica de productos relacionados con la salud vulnera la legislación vigente. El análisis de una muestra de 430 cuñas publicitarias, 1664 si se tiene en cuenta su frecuencia de emisión, ha permitido identificar las cuatro categorías de producto que concentran los claims ilícitos: alimentación, bebidas, belleza e higiene y salud. La proporción de engaños por cada cuña ilícita emitida alcanza el 3,99 en la radio generalista y el 2,2 en la radio temática. El tipo de engaño más frecuente hace referencia a productos que supuestamente proporcionan seguridad de alivio o curación cierta.

This article studies the impact of the 1971 TV/radio advertising ban on the cigarette industry. Data indicate that industry advertising spending decreased sharply immediately following the ban but recovered and actually exceeded the preban level within five years. A dynamic oligopoly model of advertising is developed to incorporate two potential explanations. The estimated model fully accounts for the puzzling trend, with 74% of the postban advertising spending increase explained by industry dynamics, and 26% explained by learning. Furthermore, this article uses the new concept of nonstationary oblivious equilibrium to handle intractable state space and accelerate equilibrium computation.

El presente trabajo explora el uso del micro-programa definiéndolo como una modalidad de mensaje híbrido que mimetiza el mensaje comercial con el periodístico sin que los oyentes sean explícitamente advertidos de la naturaleza publicitaria del mensaje que, en la mayoría de las ocasiones, son protagonizados por los propios periodistas. Para la consecución de este objetivo se analizaron todos los micro-programas emitidos en las emisoras radiofónicas generalistas. Esas prácticas, contrarias a la legislación publicitaria y al código deontológico de los periodistas, se basan en no distinguir los contenidos editoriales de los publicitarios, proyectando en el producto o servicio anunciado la credibilidad que el periodista ostenta como líder de opinión, en detrimento del respeto que éste debe a la audiencia y con el consentimiento de los responsables del medio. ; The present work explores the use of program-length commercials defined as a modality of hybrid message that combines commercial and journalistic contents, in most cases introduced by the journalist himself with no explicit forewarning to listeners. In order to respond to the issues that have been raised in this paper, the study has analysed all program-length commercials broadcast in generalist radio stations. These practices, in breach of advertising legislations and the code of ethics of the sector, do not distinguish editorial contents from advertising and exploit the credibility of journalists as opinion leaders to promote a product or service, with a lack of respect to audiences and the consent of radio owners.

"What a little tinkering with his character, a little more honesty here, a little more intelligence there-would have made him a real leader of men."1 William Allen White, the famous newspaperman from Emporia never was an ardent fan of Dr. John R. Brinkley. During much of the 1930s, White, along with other news writers, newspaper owners, medical journal writers, radio men, and other various commentators, engaged in a campaign to destroy the famous "rejuvenation" doctor. Others considered Brinkley to be the greatest doctor in North America, if not the world. Brinkley indeed, could have improved on his honesty and his character. However, he was not unintelligent or backwards. On the contrary, he was one of America's first true media moguls. He had a true savoir-faire for self-promotion and understanding for the awesome possibilities of mass media marketing. Brinkley saw potential in new technologies and devised new methods to exploit them to their fullest. He used both good and bad press to further the world's knowledge of himself and his work. He pioneered mass advertising by utilizing America's modern postal system, newspaper advertisements, pamphlets, radio, and recorded media. With the same zeal that he exuded in his medical practice, he unintentionally became an innovator in radio broadcasting, modern American political campaigning, mass media advertising and "get rich quick" schemes. Much of what we are familiar with today in the world of "as seen on TV", quack medicines and cures, contemporary political campaigning and the modern day country music industry, can be traced, in part, back to Dr. John Brinkley, the goat-gland doctor.

An introduction to advertising -- The evolution of advertising -- The environment of advertising -- The business of advertising -- Understanding the target audience -- Segmentation, targeting, and the marketing mix -- Communication and consumer behavior -- The planning process -- Account planning and research -- Marketing, advertising, and imc planning -- The creative process -- Creating ads : strategy and process -- Creative execution: art and copy -- Reaching the target audience -- Print advertising -- Broadcast, cable, and satellite media : television and radio -- Digital interactive media -- Out-of-home, direct-mail, and promotional products -- Integrating marketing communications elements -- Media planning and buying -- IMC: direct marketing, personal selling, packaging, and sales promotion -- IMC: public relations, sponsorship, and corporate advertising -- Bonus chapter producing ads (available in connect and through create) -- Endnotes -- Credits -- Index

AbstractUnderstanding how family firms can use their family image to their advantage in communication strategies is an opportunity for business continuity. This study identifies the effects of family hotels' corporate brand strategy through radio advertising on customer perceptions and attitudes using family image communication literature and radio advertising research. Online experiment using radio ads from these hotels and a survey of 1002 participants from Chile and Spain were conducted. The results suggest that strategies improving the firm's ability to communicate the family image results in better consumer response in terms of expectation, perceived quality, visit intention, and willingness to pay more. We conclude that radio ads are an effective channel for communicating family firm images. Managers can take advantage of monetizing the benefits of family firm images through radio ads.