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The Role and Place of the Podcast in the Digital Market

Author

Listed:
  • Boycho Boychev

    (St. Cyril and St. Methodius University of Veliko Turnovo)

Abstract

In the last few years the podcast has started to enter the Bulgarian media market. It is a relatively new and little known on demand media product in Bulgaria. Abroad, podcasts have gained popularity with advertisers as an effective way to reach their target audience. The reason for this popularity is the niche content delivered to the target audience. Advertisers believe that these audiences are tight-lipped, which allows them to better understand the branding message and therefore have greater impact on the consumer. The purpose of the development is to acquaint the reader with the available podcasts in Bulgaria and the opportunities offered for advertising in them.

Suggested Citation

  • Boycho Boychev, 2019. "The Role and Place of the Podcast in the Digital Market," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, vol. 8(2), pages 94-99, August.
    • Handle: RePEc:vra:journl:v:8:y:2019:i:2:p:94-99
    DOI: 10.36997/IJUSV-ESS/2019.8.2.94
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    More about this item

    Keywords

    Podcast; Marketing; Advertising; Podcast advertising; Digital market;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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