A publicidade em rádios de fronteira

Abstract

The radio advertising is an effective way to advertise and with relatively low cost, therefore constitutes an excellent alternative available to advertisers in the search for new customers and markets, in addition, it is for the vast majority of stations the main source of collection. The radio advertising embedded within the cultural contexts and identities that involve the border between the two largest countries in Latin America, and their cities of São Borja and Santo Tome have several peculiarities. Joining this context are the FM stations that had a very significant growth in quantitative and present themselves as most in this region, the waves reach both sides of the border, bringing the presence of advertisers. Advertisers who are interested in this study are Brazilians who advertise in Argentina in the city of Santo Tome, specifically the FM station Sun and Argentine companies that advertise in Brazil in São Borja, in Frontier FM station. The discovery of these advertisers and the motivations that led them to make this disclosure are the goals of this work, which addresses cultural issues, economic and social changes that involve the border. Considering the publicity and development in the region. Also the legal aspects surrounding this subject, with respect to rules and concessions for the operation of radio stations in both countries.