Radio Advertising in Ghana: A Study of the Impact of the Activities of Radio Presenters on Traditional Advertising Agencies

Abstract

This study aims at ascertaining if Radio Presenters have taken up the role of producing commercial radio adverts. The activities of Radio Presenters in terms of producing radio adverts are analysed to determine their competencies. The study revealed that the professionals in the traditionally set up Advertising Agencies blame Radio Presenters for the fallen standards of the advertising industry. Advertising Agencies also blame Radio Presenters and the media houses for endangering the Agency business due to the cheap pricing they offer clients. The Radio Presenters might have invaded the advertising business but yet, on the score of competency, the Agencies remain more competent than their counterparts the media.