The Importance of Communication in the Marketing of Radio NET FM

This year marks 80 years since the first radio broadcast in Slovenia. Despite the emergence of numerous new media, radio remains a popular means of information, entertainment and, ultimately, advertising. In the diploma thesis, the theory of how to set objectives for the success of a radio station was analysed, and then, based on these findings and an internal analysis of the situation in the company, it was determined what needs to be done to increase listenership in the specific case of radio station NET FM. The theoretical part can serve employees as a brief handbook, whilst the practical part can be used as a supplement to the current method of communication and as a foundation for new ideas.

Problem

This year marks 80 years since the first radio broadcast in Slovenia. Despite the emergence of numerous new media, radio remains a popular means of information, entertainment and, ultimately, advertising. In the diploma thesis, we draw attention to the importance of appropriate implementation of communication in the marketing of a radio station in shaping its positive image.

Communication in marketing does not only mean communication with listeners and business partners. It means the company's relationship with all external factors, reliability, quality service, friendliness and trust.

Results

In the diploma thesis, the theory of how to set objectives for the success of a radio station was analysed, and then, based on these findings and an internal analysis of the situation in the company, it was determined what needs to be done to increase listenership in the specific case of radio station NET FM. The theoretical part can serve employees as a brief handbook, whilst the practical part can be used as a supplement to the current method of communication and as a foundation for new ideas. At the same time, the thesis is intended for all those interested in the media and, in particular, work in radio.