{"id":37,"date":"2026-04-15T19:42:13","date_gmt":"2026-04-15T19:42:13","guid":{"rendered":"https:\/\/bebrand.hu\/esettanulmany\/radio-mint-reklameszkoz\/"},"modified":"2026-04-15T19:42:13","modified_gmt":"2026-04-15T19:42:13","slug":"radio-mint-reklameszkoz","status":"publish","type":"case_study","link":"https:\/\/bebrand.hu\/hr\/esettanulmany\/radio-mint-reklameszkoz\/","title":{"rendered":"Radio kao reklamni medij"},"content":{"rendered":"<p><strong>Proslavio je svoj stoti ro\u0111endan i smatra se prvim pravim masovnim medijem; kao marketin\u0161ki kanal i danas ostaje jedan od naju\u010dinkovitijih alata.<\/strong> Govorimo o radiju, koji, prema najnovijim podacima, svakodnevno dose\u017ee polovicu ma\u0111arskog stanovni\u0161tva.<\/p>\n<p>Prema podacima NMHH-a za 2019. godinu, me\u0111u ma\u0111arskom populacijom starijom od 15 godina, oko 5,5 milijuna ljudi slu\u0161a radio svaki dan, a oko 7 milijuna svaki tjedan. Polovica populacije slu\u0161a radijske programe svakodnevno, a tri \u010detvrtine tjedno.<\/p>\n<p>Prema istra\u017eivanju Inspire, za 48,1 % ma\u0111arskih potro\u0161a\u010da radio je primarni medij za pristup informacijama \u2013 to je popra\u0107eno usredoto\u010denom pa\u017enjom, \u0161to se tako\u0111er odra\u017eava na anga\u017eman s oglasnim sadr\u017eajem. Druga glavna motivacija za slu\u0161anje je zabava i emocionalna povezanost: medij tako\u0111er funkcionira kao 'pozadinska buka'.<\/p>\n<h3>Velika je zabluda da je radio rezerviran za multinacionalne tvrtke.<\/h3>\n<p>Sektor malih i srednjih poduze\u0107a mo\u017ee provesti uspje\u0161nu radijsku kampanju koja dose\u017ee masovnu publiku jednako isplativo kao i ve\u0107e tvrtke. Dok \u0107e TV kampanja ko\u0161tati najmanje nekoliko milijuna forinti, na radijskoj postaji s publikom od milijun slu\u0161atelja mo\u017eete se u\u010dinkovito ogla\u0161avati za samo nekoliko desetaka tisu\u0107a forinti.<\/p>\n<h3>\u0160to biste trebali ogla\u0161avati i kako?<\/h3>\n<p>Mo\u017eete pru\u017eiti taj posljednji poticaj prije kupnje pomo\u0107u specifi\u010dnih ponuda i promocija. Klasi\u010dan primjer promotivne kampanje je oglas za promociju hrane koji usmjerava ljude na putu ku\u0107i u njihov lokalni supermarket. Tako\u0111er je besprijekoran u ja\u010danju poruka prenesenih kroz druge kanale, \u0161to ga \u010dini klju\u010dnim dijelom medijskog miksanja.<\/p>\n<h3>3 vrste ogla\u0161avanja<\/h3>\n<ul>\n<li><strong>Oglasna kampanja<\/strong> \u2013 Oglas u trajanju od 10\u201320\u201330 sekundi tijekom pauze izme\u0111u programa, uz sudjelovanje poznatog glasovnog glumca.<\/li>\n<li><strong>BTL \/ ne-spot<\/strong> \u2013 nagradne igre, sponzorstvo programa, pop-up doga\u0111aji; izvrsno za izgradnju brenda.<\/li>\n<li><strong>Jedinstven izgled<\/strong> \u2013 PR rasprava, profesionalni intervju.<\/li>\n<\/ul>\n<h3>Ciljanje<\/h3>\n<p>Segment potencijalnih slu\u0161atelja mo\u017ee se jasno razlikovati na temelju demografskih \u010dimbenika, sadr\u017eaja programa, gledanosti u tom terminu, popularnosti radijske postaje i sastava njezine slu\u0161ateljske baze.<\/p>\n<h3>Sa\u017eetak<\/h3>\n<p>Radio je jedan od najstarijih medija, a ipak i danas u\u010dinkovito dopire do ogromne publike. Njegova \u0161iroka baza potro\u0161a\u010da mo\u017ee se lako segmentirati, a putuju\u0107a publika predstavlja veliki dodatni bonus. Savr\u0161eno je za promotivne kampanje, izgradnju brenda, pozicioniranje i ja\u010danje poruka.<\/p>","protected":false},"excerpt":{"rendered":"<p>Radio svakodnevno dosi\u017ee 5,5 milijuna Ma\u0111ara. Za\u0161to je to isplativ medij za ogla\u0161avanje i kako biste trebali ogla\u0161avati na njemu?<\/p>","protected":false},"featured_media":38,"template":"","case_category":[5],"class_list":["post-37","case_study","type-case_study","status-publish","has-post-thumbnail","hentry","case_category-radio"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A r\u00e1di\u00f3, mint rekl\u00e1meszk\u00f6z - BeBrand Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bebrand.hu\/hr\/esettanulmany\/radio-mint-reklameszkoz\/\" \/>\n<meta property=\"og:locale\" content=\"hr_HR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A r\u00e1di\u00f3, mint rekl\u00e1meszk\u00f6z - BeBrand Agency\" \/>\n<meta property=\"og:description\" content=\"A r\u00e1di\u00f3 naponta 5,5 milli\u00f3 magyart \u00e9r el. 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