India Radio Advertising Industry

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Executive Summary

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 anywhere, 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.

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.

FM broadcasting has breathed a new life into the medium of Radio in the past few years. Could radio now think this as a new phase of its life ? Of course yes, people are today talking only Radio - Radio Mirchi, Radio City, RED and Go. One will find people with radio sets of different shapes and sizes listening to their favourate music on roads, in hotels, trains and even when they are at home. The radio channels are now vying against each other to provide their best to the listeners

However one can see that although radio is an excellent medium for advertising it has not been used to its full potential and thus various efforts should be taken to understand its effectiveness as compared to other mediums of advertising. As with proper direction and understanding radio can reach heights as it is the cheapest medium to reach a large number of people.

The report gives insights about the parameters that make a radio Ad effective and also the process of making an Ad that can be broadcasted on radio. The report also highlights the advantages and disadvantages of advertising on radio.

The main purpose of conducting this research was to study the effectiveness of an ad on radio compared to ads on other mediums like television, print and OOH. The research also explored the preference of people on ads being broadcasted in regional languages. An effort has been made to study the importance of different parameters that influence in making an Ad effective in each of the mediums (Television, radio, print and OOH).

TABLE OF CONTENTS

| | |Chapter 1 – Introduction…………………………………………………………………5 | | | |Introduction to Indian Radio Industry……………………………………...6 | |History of Indian Radio Industry…………………………………………...7 | |Different Players in Indian Radio Industry………………………………....11 | |SWOT Analysis of Indian Radio Industry……………………………….…20 | |1.5 Key Trends in Radio Industry………………………………………………23 | |1.6...
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