A EVOLUÇÃO DA PROPAGANDA E PUBLICIDADE EM EMISSORAS DE RÃDIO: ESTUDO DE CASO EM TERESINA, PIAUà – BRASIL

Abstract

The main aim of this paper is to identify the changes in publicity and advertising at radio stations in Teresina – Piaui, Brazil, specifically the Pioneira. In this way, we analised the types of ads at the station, the business and commercial changes that happened according to the market demands and the trends in the areas of communication mentioned in the social-historic context that comprehends the last 50 years. Therefore, the principles of qualitative research were used by conducting profound interviews with individuals who have acted since the start and establishment of the radio station. We have noticed the conception and evolution of the radio according to the exigencies and tendencies of the market. It was also possible to verify the tools, which were used by Radio Pioneira de Teresina to sustain the audience until the present time.

Index Terms - Advertising, Publicity, Radio Stations.