TY - JOUR
TI - Audytywna reklama wyborcza – przeżytek czy konieczność?
AU - Łukasik-Turecka, Agnieszka
TI - Audytywna reklama wyborcza – przeżytek czy konieczność?
AB - 
	Auditory election advertising – relic or necessity?

	In light of the selection criteria for the media for broadcasting advertisements, radio satisfies only some of them. These include: the possibility of repeating the message, low unit cost of the opportunity to hear the message or the mood in which the message is received. These criteria seem especially created for the radio as an advertising medium, including election advertisements. On the other hand, the radio satisfies the following criteria only to a negligible extent: probability that the message will be noticed or duration of the product life cycle. The satisfaction of the remaining criteria largely depends on the character of a radio station. Nevertheless, it seems that the advantages of auditory (radio) election advertising and the radio itself as its medium defend it against its total elimination from the tools of political communication during election campaigns. Auditory (radio) advertising will never again be the principal medium but rather one that will accompany other campaign activities. Yet it is still so significant that few will deliberately give it up.
	 
VL - 2015
IS - Tom 58, Numer 1 (221)
PY - 2015
SN - 0555-0025
C1 - 2299-6362
SP - 167
EP - 175
DO - 10.4467/2299-6362PZ.15.013.3151
UR - https://ejournals.eu/czasopismo/zeszyty-prasoznawcze/artykul/audytywna-reklama-wyborcza-przezytek-czy-koniecznosc
KW - auditory election advertising
KW - tools of political communication
KW - election campaign