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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 no where, theyare built on the key communication points that motivate sales.Radio is entirely a medium of sound, which evokes smells, sensations and visual imageswhich 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 successfuladvertising. 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 businessand helping in building the brand image.But all this was only for pure academic purpose. With the advent of television radio lostits popularity and thus its purpose with the marketers. This led to sharp declines in the proportionof advertisement spending on radio as compared to other media.But then came the governments order on liberalization and privatization. This broughtabout loads of changes in the world of radio broadcasting in India. Prominent and establishedcompanies entered the business of FM Broadcasting.FM broadcasting has breathed a new life into the medium of Radio in the past fewmonths. Could radio now think this as a new phase of its life or a re-birth? Of course yes, peopleare today talking only Radio---- Radio Mirchi, Radio City, RED, Go and WIN. One will find people with radio sets of different shapes and sizes listening to their favourite music on roads, inhotels, even the bidi shops aired on any of the music channels. The radio channels are now vyingagainst each other to provide their best to the listeners
 
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However one can see that although radio is an excellent medium it has been used to itsfull potential and various efforts should be taken to improve it as with proper direction radio canreach heights as it is the cheapest and a very good medium.
O bjective
Through this project my objective has been to understand the following
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To find out about the current scenario of the radio industry.
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The reasons for a stunted growth of the industry
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The various steps in radio advertisement
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Realizing the needs and wants of consumers and fulfilling them
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What the various radio stations have to offer the masses.
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