Advertising on the radio

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Advertising on the radio

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Abstract

Advertising, in general, expresses the positioning. Powerful advertising is the result of powerful planning. Great ideas and great ad campaigns don't just pop out from nowhere, they are built on the key communication points that motivate sales. Radio is entirely a medium of sound, which evokes smells, sensations and visual images which brings the listeners imaginations into play. Radio advertising is one of the tools of advertising which is effectively used for communication and positioning. It is one of the foundations for effective and successful advertising. Radio can be used effectively for advertisement since it can target the large audience because of its high reach. Radio is good at increasing awareness about the brand and business and helping in building the brand image. But all this was only for pure academic purpose. With the advent of television radio lost its popularity and thus its purpose with the marketers. This led to sharp declines in the proportion of advertisement spending on radio as compared to other media. But then came the governments order on liberalization and privatization. This brought about loads of changes in the world of radio broadcasting in India. Prominent and established companies entered the business of FM Broadcasting.

Introduction
Objectives of the study
Research methodology
1. Primary
2. Secondary
Fundamentals of technical know-how
1. Cost involved
Origin of format radio
History of Indian radio
Different radio stations across India
License fee and revenue sharing model
The future of radio industry
SWOT analysis
Advertising through radio in India
1. Pros and cons of radio advertising
2. Types of radio advertising
Case studies
A brief study of All India Radio
Annexures
Bibliography
Conclusion

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Extract

[...] Endorsing advertising on RED is not just about buying spots, but is a total experience, tailored to the customer's needs. Red is also focusing, towards the influence of one station with the other, use their strengths and improve co-ordination between the three stations; this is an important task in terms of helping the advertiser. Red's current advertisers profile includes both retail clients and corporates, they form a healthy percentage of advertisers. They have other high profiled clients like Sony Entertainment, Zee, LG, Coke, Hutch, Idea, HT, ICICI Prudential, State Bank of India, Metlife, Kotak Mahindra and Dabur among others. [...]

[...] Short commercials Opportunities: Getting copyright licenses from the government for running mega events which are aired on the AIR radio station and have been restricted to be aired on other private stations. Launching a radio station with 24-hour news channel Tie-ups with BEST or railway authority for playing the FM in train and in bus. The launch of Private Radio FM has managed to create a set of Listeners' for the medium The new radio stations which will come in future they can have venture with the college or university campuses. [...]

[...] The 1st paid announcement on radio was a 10- minute capsule from Howthorne Court; a Queens based Real Estate Company. This era was characterized with 'block programming' wherein radio offered something to everyone. News, drama, sports; live musical recordings would be presented in 30 or 60-minute programs. A network soap opera could be followed by a 15-minute newscast followed by one hour of a concert. Then in the 1950s TV began to catch the public's attention. Audiences were charmed by the audiovisual experience of TV. [...]

[...] In communication:- Radio brings intrusiveness to a magazine campaign, and there is less ad avoidance; radio can bring to life ideas which might seem flat on the page; radio can more strongly convey the advertising tone of voice. It allows brands to speak to consumers close to certain activities - driving, cooking, housework etc In detail”:- Radio offers fast turnaround within the long copy deadlines of magazines, and the opportunity for geographical variations. Recall of advertising. At the post-stage, you will be seeking to detect spontaneous and prompted awareness. [...]

[...] Globally depending on each country, radio has a to of the advertising cake. On the higher side are countries like the United States with Canada with and Spain with FM station executives are not forthcoming on multi-platform strategies as yet. Given that radio has penetrated into 100 million homes and a FM set costs around Rs. FICCI estimates FM's share up from the present 1.5 percent to in five years. They have also forecasted that revenues from radio advertising in India will be Rs. [...]

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