A STUDY ON EFFECTIVENESS OF ADVERTISEMENT ON RADIO
Submitted in the partial fulfilment of the requirement for the award of the degree of MASTERS IN BUSINESS ADMINISTRATION
SUBMITTED TO SUBMITTED BY PRIYANKA GARG EKTA RAWAL (07080003912) (ASSISTANT PROFESSOR)
GITARATTAN INTERNATIONAL BUSINESS SCHOOL
(Affiliated to GGSIP University, Delhi)
I hereby declare that project report entitled “Effectiveness of advertisement on radio” written and submitted by me under the guidance of MS. PRIYANKA GARG, Assistant Professor , Gitarattan International Business School.
The empirical findings are based on data collected by myself. While preparing the report I have not copied from any source or other projects submitted for similar purposes
If words are considered as a symbol of approval and tokens of appreciation then let the words play the heralding role of expressing my gratitude. It is a moment of pleasure for me to acknowledge the help and support for those people who made me able to present this report. At the outset, I express my sincere gratitude to my project guide Ms. Priyanka garg, Assistant Professor ,GIBS who has been very kind and considerate .At last it is my pious duty to record my heartiest gratitude to my parents and my family who taught first lessons of life and inspired me to face the hardships of life.
The radio has been the first device to allow for mass communication. It has enabled information to be transferred far and wide, not only nationally wide but internationally as well. The development of the radio began in 1893 with Nikolai Tesla’s demonstration of wireless radio communication in St. Louis, Missouri. His work laid the foundation for those later scientists who worked to perfect the radio we now use. The man most associated with the advent of the radio is Guglielmo Marconi, who in 1986 was awarded the official patent for the radio by the British Government. The early uses of the radio were mainly for maintaining contact between ships out a sea. However, this initial radio was unable to transmit speech, and instead sent Morse code messages back and forth between ships and stations on the land. During time of distress, a sinking ship would use a radio messaged nearby vessels and stations on the land to ask for aid. The radio saw a surge of use during the First World War. Both sides used the radio to relay messages to troops and top officials as well as people not on the battle front. At the end of the war, President Woodrow Wilson’s Fourteen Points was sent to Germany via use of the radio. After the war’s end, with the growth of radio receivers, broadcasting began in Europe and The United States. Europe’s most famous broadcasting station, the British Broadcasting Company or BBC, began following in 1922. In fact, Marconi was one of the founding members along with other prominent leaders in the field of wireless manufacturers. Broadcasts began locally in London, but by 1925 it has spread to most of the United Kingdom. The station aired plays, classical music and variety programs. However, the newspaper industry maintained a strong hold over the new. In 1926 this all changed due to a newspaper strike in England. With no news being published it fell on the BBC to supply the information for the public. In 1927 the BBC became the British Broadcasting Corporation when it was granted it a Royal Charter. When the Second World War began all the television stations shut down and it fell on the shoulders of the radio to cover the war. From a tiny...