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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, 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. FM broadcasting has breathed a new life into the medium of Radio in the past few months. Could radio now think this as a new phase of its life or a re-birth? Of course yes, people are 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, in hotels, even the bidi shops aired on any of the music channels. 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 it has been used to its full potential and various efforts should be taken to improve it as with proper direction radio can reach heights as it is the cheapest and a very good medium.
Through this project my objective has been to understand the following • • • • • To find out about the current scenario of the radio industry. The reasons for a stunted growth of the industry The various steps in radio advertisement Realizing the needs and wants of consumers and fulfilling them What the various radio stations have to offer the masses.
Through this project I have made an effort to understand the advertisng tool called radio advertising which is being increasingly recognized by marketers as a powerful tool that helps in finding new customers and retaining the existing ones at a much lesser cost.
The aim of primary research was to understand radio advertising as it is seen in the corporate world. To understand this I have taken two interview from different fields. Mr. Madhav Joshi who is currently working in Leo Burnett who helped me understand what all goes into the making of a radio advertisement. The mode of interview used was an informal one where he answered my questions on one to one basis. Also Mr. Sudarshan Sahe the senior marketing manager of Radio City gave me an interview and helped me in trying to understand as to how the station works and looks after the needs of its consumers
The aim of secondary research was to understand as to why radio advertising has been able to grow at a considerable rate as compared to the other media.also the fall out of radio in the last decade . It was also undertaken to understand how radio advertising is done and what re the current players in the market. Secondary data collection method: desk research Secondary data collection sources: internet, books, newspaper articles
much like satellite channels did to the quantum of television advertising in the country. Globally depending on each country. But thanks to technology radio is making a comeback. innovative and grab away eyeballs from TV sets and make them tune into their radio sets. create programming that is new. Vis a Vis television or print media. The other challenge for radio in attracting advertisers is the nature of the medium-radio has always considered being a reminder medium.Radio Advertising Introduction Old media don’t’ die! They just bounce back in new avatars. Not so long ago radio had been written off as fuddy-duddy. Media owners dealing with new markets will virtually have to draw up their strategies as they go along. FM radio is a new entity altogether and has to deal with new market dynamics. down market and not so cool. In fact. outnumbering television sets 3:1. as advertisers will expect media players to put their money where their speakers are before they commit large sums of money towards radio advertising. However in spite of the various challenges the emergence of private FM stations is certain to increase the quantum of radio advertising in the country . The geographical area covered by radio in India in India is as high as 98 percent and the penetration level is approximately 97 percent. It’s a whole new challenge and competition is never far away. But FM presently covers only 17 percent of the area and 21 % of the population of India through transmitters. Currently radio has just 2 percent of the 9000 crore Indian advertising market according to an Arthur Anderson’s survey. Ad revenues will also not be easy to come by. radio has a 5 % to 12 % 4 . That should open up a vast new market of consumers-100 million Indian households own an estimated 150 million radios. coolest and most with -it medium. The involvement of listeners to radio is low. Television and later “new media” were touted to being the media of the future. in its new avatar-fm-radio is all set too become the hippest.
radio is personalized.7% and Spain with 9. With the coming of more channels. radio will become a push and pull medium. as the car population is much bigger. and the emergence of lifestyle advertising. While TV is a family medium. 5 . FM station executives are not forthcoming on multi-platform strategies as yet. 50/. They have also forecasted that revenues from radio advertising in India will be Rs. Thus the potential if FM is better is bigger town. As said earlier.1%. Canada with 12. On the higher side are countries like the United States with 13 %.5 percent to 5 % in five years.FICCI estimates FM’s share up from the present 1.Radio Advertising of the advertising cake. Also one must not forgot that radio continues to be a medium that has tremendous reach among the poor and marginalized sections of society. Rs. For example. Given that radio has penetrated into 100 million homes and a FM set costs around Rs. is not just making a comeback but is being reincarnated into a new avatar. This would be the key when evaluating the medium. 1200 crores by 2005 and Revenue of radio services is expected to rise to Rs 689 crore by 2008 at a CAGR of 30 per cent. Also advertising of certain product seems to work very well while some might not. cellular phone service or auto related products would have a good impact when advertised on radio is primarily known as a “drive time” medium most people who turn in are doing so while commuting.
data for a radio modem or whatever). All fm radio stations transmit in a band of frequencies between 88 megahertz and 108 megahertz. Common frequency band includes the following… • • AM radio . hence the relatively low frequencies for AM radio. Megahertz means "millions of cycles per second. In the 1920s.5 fm “what the announcer means is that you are listening to a radio station broadcasting an fm radio signal at a frequency of 91. and frequency allocation for AM radio occurred during the 1920s.88 megahertz to 108 megahertz AM radio has been around a lot longer than FM radio.7 megahertz FM radio .535 kilohertz to 1.500.000 cycles per second. Both the transmitter and receiver use antennas to radiate and capture the radio signal. 6 . When you listen to a radio station and the announcer says. FM radio was invented by a man named Edwin Armstrong in order to make high-fidelity (and static-free) music broadcasting possible. radio and electronic capabilities were fairly limited.Radio Advertising Some Basic Technical Knowledge Any radio setup has two parts: • • The transmitter The receiver The transmitter takes some sort of message (it could be the sound of someone's voice. The receiver receives the radio waves and decodes the message from the sine wave it receives. encodes it onto a sine wave and transmits it with radio waves. The first radio broadcasts occurred in 1906 or so. "you are listening to 91. Your fm (frequency modulated) radio can tune in to that specific frequency and give you clear reception of that station." so "91. pictures for a TV set. This band of the radio spectrum is used for no other purpose but fm radio broadcasts. but FM did not become really popular until the 1960s.5 megahertz" means that the transmitter at the radio station is operating at a frequency of 91.5 megahertz. He built the first station in 1939.
3. 6000/. They are demanding Rs. 500 .seconder costs Rs. 100 per hour.for the music. Thus.500. In other words. An hour long show thus costs Rs. The Indian Protographic Record Society (IPRS) and Phonographic Performance (P) Ltd. salaries and other expenses.500/. the actual duration of a piece of music. The IPRS claims royalty for the original composers and authors of music. 10. so the question of royalties is relevant. Cost . 1.for the technology. 12.000 per hour. 1.Radio Advertising Royalties FM is primarily a music channel. 13. This is the high target.per hour. 500 at prime time for 18 such spots.000/-. 9000/. The total expenses are thus Rs.000/. 6. Besides the tariff card should be modest. considering the limited range and listenership supposing a 30 . 18 advertisements each of 30 seconds can be accommodate in an hour. Add Rs.of the licensee fee to AIR. Studio hiring costs are between Rs.Rs.000/.500 to Rs.minutes for social awareness advertising. The IPRS is demanding Rs. 250 per hour of needle time. 10 . Another estimate puts the production cost of an hour long programme around Rs.500 per hour (as against Rs. advertising time available for sale is 9 . One minute is reserved out of 10 .Aspect A Licencee pays Rs. 6. (PPL) are supposed to hold all the rights of royalties. PPL is demanding a royalty of Rs..Minutes have been set aside for advertising.minutes. at which they are supplying music to AIR). Add Rs. 7 . 100 per hour. 1000 an hour. the total revenue generated is Rs. Add Rs.
8 . This era was characterized with 'block programming' wherein radio offered something to everyone. That was not all. live musical recordings would be presented in 30 or 60-minute programs. It was way back in 1895. sports. What allowed Radio to accomplish this feat? Read on for the long journey the Radio industry has covered thus far.Radio Advertising Advent of Format Radio The arrival of 'Moving Pictures' with sound and then 'Television' were expected to be the death knell for 'Radio'. a Queens based Real Estate Company. A large number of popular shows moved from radio to TV. News. It was Sarnoff who suggested that radio should be mass-produced for public consumption. Radio became the first medium delivering entertainment to the masses in their homes. Early 1920s saw the launch of commercial radio.. as the radio industry was also losing a large number of talented staff to TV. The 1st paid announcement on radio was a 10-minute capsule from Howthorne Court. His persistence paid off in 1919 when such sets were available for general purchase. However Radio has not just survived repeated predictions of its demise but grown tremendously. that Guglielmo Marconi invented an antenna to send and receive radio signals. Audiences were charmed by the audiovisual experience of TV. A network soap opera could be followed by a 15-minute newscast followed by one hour of a concert. However. It took quite a while before Reginald Fessenden developed the first radio receiver in 1913. Then in the 1950s TV began to catch the public's attention. This saw the beginning of what was later looked on as the 'Golden Age of Radio'. It has benefited listeners and advertisers alike and earned the status of a 'Constant Companion'.. People in households would gather around the radio to listen to their favorite programs much as they do today with TV. experts give a lot of credit to David Sarnoff who actually conceived what is called as the "radio music box". drama.
Radio turned 'local' and moved to what is known in the industry as 'Format' programming. traveling to office. They observed that the customers would usually come and play the same songs that they liked. which had a jukebox. Radio became "The Constant Companion". But today its possession is taken for granted. it had to be relevant to the listener at every point of time in the day. over and over again. According to estimates. throughout the day. Being the only medium that could be carried and used wherever you are.From this insight emerged the "Top 40" format or the "Contemporary Hit Radio (CHR)" format were the most popular hits would be played on a higher rotation. The total number of radio sets at the time of independence in 1947 was a mere 275000. This era also spawned two of radio's greatest strengths: immediacy and local service. As radio was being used as a background medium of entertainment. In fact. like getting dressed for work. The shows therefore had to be reflective of various day parts in the life of the listener.Radio Advertising At this point in time. studying and more. there are radio sets in about 105 million households in the country. This led to a change in the way radio time was being sold. radio experts discovered an opportunity that only radio could provide. 9 .at that time a radio receiver used to be a status symbol in this country. It also led to a shift in the way radio programs were scheduled. seven days a week. As the story goes. They realized that radio was the only medium that could be used while doing other things. the staff serving these people would end up playing just the same songs even when the shop was closed. Storz and McClendon used to frequent a local malt shop. Sales people shifted from selling programs to selling commercials. it could update you about your world throughout the day while providing you with the entertainment you like all the time. Format radio strategy was based on providing the same kind of entertainment to a selected audience. Irrespective of the form it came in. format radio definitely made radio not just survive the onslaught of TV but also made it grow tremendously. cooking a meal.
in June 1998 the Government. Then history changed its course. For instance. the FM Radio advertising and sponsorship business grew to Rs.75 crore. Today. 10 . So. In 1993. Expecting to collect Rs 800 million from auctioning 108 licenses. there are roughly 10 players who will operate approximately in 37 cities across the country. July 6. Many gave up. many companies bid for the licenses to operate in key markets. In response to the Government's offer. decided not to renew contracts of private FM operators. book commercials from advertisers and broadcast the whole lot. in effect. Within 4 years. the bidding price for the Mumbai license was reportedly to the tune of Rs 9.Radio Advertising History of Indian Radio For more than 4 decades. the Government of India did not permit private radio stations to broadcast in India. through its electronic media regulatory body Prasar Bharti. prepare programming content. 93 crores with Times of India's Times FM & Mid-Day Group's Radio Mid-Day becoming the main players. A handful of serious bidders chose to remain. (1997-98). the Government auctioned licenses for private FM channels to bolster the revenue.Not surprisingly. the Government gave the green light to privatize radio in India. the competition shrank. 1999 was the historic day when the Government announced that 150 new FM channels would be licensed across 40 cities . players consolidated and the Government extended its deadline. the advertising revenue fell by 50% within a year! This time. the Government allowed private FM operators to 'buy' blocks (chunks) on All India Radio. the government had to actually face mass withdrawal of bidders because of the huge license fee. And in 2000. unable to shell out the high license fee. Others dropped out saying the business was not viable. And the focus on metros was evident in the bidding. But the going was not so easy. Then.
New Media Broadcasting. each for Rs 77. FM coverage in India is restricted to just 17% of the country.2 million each Radio is expected to follow the growth of the Television industry.5 million from each of 10 broadcast companies .2 million and Rs 74 million.6 billion as license fee for the privately run FM radio channels in 40 cities. 11 .for stations in Mumbai. Interestingly. The first round of bidding .Rs 97.for 76 channels in 26 cities. while the bids for Delhi were Rs 71. garnered close to Rs 3. which focused mainly on the smaller towns.5 billion.Radio Advertising The government collected close to Rs 4. won the largest number of bids. compared to 89% of All India Radio (AIR). which grew rapidly following the entry of private players Currently. a Zee Group company. The government got the highest bids . the bids for Hyderabad and Nagpur came next. respectively.
Indore.37 Sumangali Publications .17 Delhi. Lucknow Chennai. Lucknow. Mumbai.Sun TV Vertex Broadcasting 3 9. Calcutta. Coimbatore. Calcutta Delhi.87 20.Sun TV Vishakapatnam 1 0.87 Calcutta. Mumbai. crore) 43.17 Delhi.90 Udaya TV . Mumbai. 12 . Bangalore. Indore.00 1. Chennai. Mumbai. Music Broadcasting became the first firm in India to commence private FM broadcast from Bangalore in July. Pune Calcutta Calcutta Delhi. Vishakapatnam 4 2. Ahmedabad.Radio Advertising Players in Different Centers Company Location of Centers Number of Centers Bid amount for first years license (Rs. Chennai 12 Hitz FM India FM Living Media Mid Day Broadcasting Millennium Broadcasting Music Broadcasting 1 1 3 3 1. Chennai 3 20. Patna. Bhopal. Bhubaneshwar. Nagpur.50 Incidentally. Jabalpur.00 17. Mumbai. Tirunalveli 6 41. Cuttack.87 Entertainment Network [India] Delhi. Hyderabad.
While the private FM players had sought revenue-sharing in the band of 2-2. Revenue-sharing figure is quite low at around 4 %.Radio Advertising Licence Fee and revenue sharing model Currently. There has been debate on whether to recommend a revenue-sharing structure or a fixed amount for a period of 10 years. revenue-sharing also exists in the media sector. which go up by 15 per cent every year.5 per cent. Setting up new radio stations After the second round of privatization. Future of Radio Industry 13 . the number of FM radio stations targeted is around 300 to 400. it is firm on revenue-sharing now. It’s better to keep the revenue-sharing figure low than to have a failed project. However. the panel has fixed it at 4 per cent. Private FM radio sector would shift to a revenue-sharing model from the existing licence fee regime. Revenue-sharing will follow payment of a one-time entry fee through a process of bidding. It has also recommended to the government to release additional spectrum for the use of FM radio companies so that the number of companies operating in one centre can go up. The panel also suggested that players wanting to enter the sector in the second round of licensing need to have a technical viability clearance by a financial institution on the financial viability of the project. The objective is to “make FM radio a success story”. FM players pay annual licence fees.
The future looks bright as the reach of radio is expected to raise post the increase in the number and quality of players in the industry. The new India deserves an active private FM radio sector.6 billion industry is reported to be growing by 31 per cent every year and should touch the Rs 6. It can provide a level playing field with benefits for listeners. Spearhead the government objective of growing the FM radio business in India. The Rs 1. it is being predicted that radio's share in the total advertising pie will see an increase in the medium term. Also.2 billion by 2007. with revenue rising at 23 per cent annually. But at current levels of advertising support. though radio has only a 2 per cent share in the Rs 6.Radio Advertising FM Radio can play its part in building a stronger business future for India. With more players in the fray the FM radio industry would grow and also enhance the government’s yield from licensing radio naturally.000 crore Indian advertising market. With the government ready to reduce the license fees it will help in attractingnew palyers like reliance which had earlier backed out only due to the entry fees. for advertisers. employment & career options. advertising spending is expected to amount to Rs 500 crore this year. each radio station is reeling under the brutal financial impact of high costs. 14 . helpful information traffic advisories. It is on the basis of these key drivers of growth. various radio stations are coming up with IPO for example Radio Mirchi thus helping them expand.also government allowing foreign players to enter he Indian market it will help the industry grow. Providing free-to-air local broadcasts of music and entertainment. Virgin group has already started exploring the Indian market for suitable partners. community announcements and public service messages provide a real value-added service. There are an estimated 150 million radio sets across the country.
Radio Advertising SWOT Analysis Strengths: • Recently. • • Radio is considered as a medium where the “Proximity to purchase” is very Radio is a complement to another media. pamphlets. At the places where the literacy rates are low where people hardly read newspapers and radio is the only medium that they can understand. Radio offers its reach frequency and selectivity at one of the lowest costs per thousand and radio production is relatively inexpensive. which is 4 % for the growth of the radio stations. the government has agreed upon revenue-sharing model. It is also a free medium. radio anytime and anywhere they want. because people can listen to 90% of India has access to radio which is unmatched by any other media. • Radio is the least cost medium and it helps to reach mass audience with various backgrounds. advertisers or agency can use this medium for brand recall. Radio also reaches to uneducated village folk who do not read print or ads in local supplements of newspapers. brochures Radio is considered as a background medium. other media or the high. publications. and reveals that radio listenership habits have changed considerably. • • • • The advertisers. who would depend on word-of-mouth. 15 . So that they can develop themselves well because this industry is still in an introduction stage. They can’t afford a TV set. are welcoming the opportunity. • The success of private FM stations. not only are listeners tuning into it more often but also sticking to radio for longer hours everyday. Therefore. Therefore radio is more popular.
• • Increase in listenership numbers but no increase in ad revenue. in India there is no proper research is available.the large number of the audience in India is fragmented in various remote places. Many advertisers think that without strong visual brand identification the medium can play little or no role in their advertising plans. and therefore it is difficult to differentiate between the programmes of the different channels. the percentage of listener tuned to anyone station is likely very small. And like its radio message creates a fleeting impression that is often gone in an instant. • Radio-only nature of radio communication is a tremendous creative compromise.research is very important for any advertising segment. This is the situation that every radio channel is facing. Many stations are conducting their own research which can be biased. And therefore.Radio Advertising Weakness: • One of the major weaknesses of Radio is that there is very less differentiation in the programmes that are aired. Most of the stations plays much of the music that is played consist of Hindi Film songs. • Fragmented Audience . Research is the main base to attract client and get more revenue. The launch of Private Radio FM has managed to create a set of ‘New Listeners’ for the medium 16 . • No proper research available . But. An advertiser whose product depends on demonstration or visual impact is at a loss when it comes to radio. 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.
• With the coming of the many more new players in the radio industry each channels can position themselves quite different from others. One has to constantly innovate. Brand building is thus much more difficult. we are very bullish. low charges. • • Allowing private FM players to start news and current affairs programmes. So.Radio Advertising • The new radio stations which will come in future they can have venture with the college or university campuses. government channel etc… • Because of the new government policies there will be more number of stations and then competition will also increase. And then it is easier for the advertisers also to decide on which channel to advertise. 17 . And can play their station which will exclusively provide with the information relating to that university/college campus. AIR is the biggest player in India because of its reach. • Leaves huge scope for innovation in local market Threats: • The biggest threat to private radio industry players is ALL INDIA RADIO. and gung-ho about this whole enterprise. like. if some station is targeting the health conscious people then their programming strategy will vary accordingly. With no particular differentiation in the music. This is one of the biggest threats it faces. and that is the challenge. At the same time. there is a fear of losing its brand loyalty.
the gross advertising spend in India is estimated at Rs 111 billion.9%. as a percentage of GDP.94% over the last 10 years (1995-2005).2% to reach Rs.e. There is a correlation between the economic growth rates of a country i. with a nominal GDP CAGR of 9.636 billion. 127 billion by fiscal 2006 18 . which lags behind other developed and developing countries During fiscal 2005. and growth rates of the advertising industry The Indian advertising spends.34%. 30. the nominal GDP growth rate.Radio Advertising Advertising in India India has been among the fastest growing economies in the world. The nominal GDP for fiscal 2005 was Rs. is 0. and is expected to grow at 14. According to CSO estimates nominal GDP growth for fiscal 2006 is estimated at 10.
3% 0.3% Media Spends as % of Total Ad Spend TV Radio Cinema 39. especially since 1991. resulting in growing ad spends on this medium.7% 0. radio. cinema.0% 43.4% 47.0% 48. Reforms and proliferation of private players were the key reasons for this rapid growth of the share of television in the advertising industry.9% 2.5% 6.9% 43.9% 0.2% 46. This growth was also aided by the economic liberalization program of the Government.4% 0.4% 0. the television broadcasting business. and outdoor.4% 0.7% 2.4% 7. 19 .7% 0.3% 40.0% 6.Radio Advertising Segmentation in advertising The five key industry segments comprise print.4% 0.6% 46.5% 7.6% Outdoor 8. which saw the beginning of satellite broadcasting in India.0% Internet 0.7% 2. The growth of the satellite television audience saw proliferation of a number of satellite television channels offering more choices to media buyers and consumers of entertainment. now has over 300 channels covering the Indian footprint. which started off as a single government controlled television channel.5% 2.9% 2. Thus. television. These different segments within the industry are at varying stages of growth and corporatization Year 2000 2001 2002 2003 2004 Print 49.6% 41.3% The Indian television industry has grown rapidly.5% 0.
new product or services to new fans and taking a local market to a national level. Britannia. But national advertisers are also operational in the local market.Radio Advertising Radio Ad1vertising Radio is still the king when it comes to getting your music. 20 . with 9. Accordingly. it can take a great deal of time to make all the contacts and connections that are required for successful radio promotion. Parle. DSP Merrill Lynch etc are dominating the advertising on each one of the FM channels. Globally. They have people who love to make television commercials. depending on country. implying that it is as important to them as it is to a retail advertiser. be it Radio Mirchi. it is undeniable that radio can be integral in exposing a new artist. It is a known fact that retail advertising will grow because radio presents the perfect advertising medium for local businesses in a local environment.5 or Radio City.7 per cent and Spain. Nevertheless. national advertisers and the balance 30 per cent comes from retail. if not more. Companies that advertise on FM channels today such as Hindustan Lever (HLL). Castrol. radio currently has only a 2. 70 per cent of the advertising comes from big-budget. On the higher side are countries like the United States. with 13 per cent. Santro. Putting it bluntly. Canada. Today. Amul. Dr Morepen. it is extremely difficult to obtain meaningful airplay. Paradoxically. with 12. Advertising agencies that control the national picture will be slow to move on to radio for creative reasons. radio has a 5 per cent to 12 per cent share of the advertising cake.1 per cent. Radio promotion is an art that demands a certain style you may simply neither have nor desire to cultivate. On top of that. Go 92. The best way for a new band to get heard by the public and record label executions is over the airwaves. successful radio promotion revolves around making and managing relationships.9 per cent share of the total advertising pie in India.5 Red 93.
This makes sense if the advertiser.g. A clear advantage that radio has is that it can easily target city-based audiences. films. Revenue from commercials on AIR.they feel. only about 2. In such cases.9 per cent of the money spent by advertisers goes to radio. and up till now. and the print medium is too expensive. money from advertising has gone up. in revenue terms. 600 crores in 2002. concerts Vague/ not relevant: This includes memories of ads for local garages. they have to sit through the full length of any ads which are for irrelevant products.4 million in 2000. to Rs 808. representing a growth of about 7. outlets selling favoured brands.Radio Advertising but don't have anybody who knows how radio works. but the advertising is not . Consumer opinions The evidence from the qualitative research is that young people feel their local FM station is aimed at people like them. all of that went to ALL INDIA RADIO. cars and insurance companies . probably quite correctly. Here. including on Vividh Bharti and Primary Channel (including FM) rose from Rs 393 million in 1990. and once audiences can be targeted. It is also aptly suited for local promotions. that most advertising is aimed at adults. Because radio is a real-time intrusive medium.little or no specific detail remembered Sonic Brand Triggers: Much evidence of children's ability to pick up on musical Sonic brand Triggers (SBT’s) and sing them out loud. e. There was evidence of three sorts of memories: Relevant : This includes Ads which mentioned areas or names of specific interest. it does not make much sense to advertise on TV. it has tremendous potential to eat into local mediums. & Rs. However. wants to target a specific audience. Radio is the best bet for such small-scale promotions. like a food chain that is opening an outlet in Mumbai. 21 .5 per cent per annum.
Broadly Selectivity Specialized radio formats with prescribed audiences and coverage areas enable advertisers to select the market they want to reach. age group. employment category. radio has the ability to reach prospects by sex. 22 . educational level or special interest with a format that adds even greater dimensions to its already strong personal communication environment. From a marketing perspective. There is no one medium which is ideal for advertisers or every situation. Advantages of Radio 1. 2. The average adult listens more than 3 hours a day. At the places where the literacy rates are low where people hardly read newspapers and radio is the only medium that they can understand. They can’t afford a TV set. Radio has a number of characteristics that makes it an ideal vehicle for numerous advertisers as either a primary or secondary medium. Largest Reach and Frequency Radio offers an excellent combination of reach and frequency. 90% of India has access to radio which is unmatched by any other media. Radio also reaches to uneducated village folk who do not read print publications. Radio is not only the medium of hearing news but also is a source of entertainment and advertising for the rural masses. there are certain disadvantages of this media which need to be considered. ethnic or religious background. Therefore radio is more popular. income group. Also. radio builds a large audience quickly and a normal advertising schedule easily allows repeated impact on listener.Radio Advertising Pros and Cons of Radio Advertising Every medium has special strengths and weaknesses that makes it more or less suited to special marketing problems of specific advertising.
The personal nature of radio. Because of the relatively low cost of production. 23 . popular songs. This means an advertiser can wait until close to an air date before submitting an ad. Radio has been described as the theatre of the mind. a strategy that would normally be prohibitively in television. The musical formats that attract audiences to radio stations can also attract attention to radio ads. Radio offers its reach frequency and selectivity at one of the lowest costs per thousand and radio production is relatively inexpensive. Also. 4. radio ads can be produced very quickly. With this flexibility of simple formats such as voice only can be created almost immediately to reflect changing market conditions or advertisers can take advantage of special events or unique competitive opportunities in a timely fashion. local relevance and creative flexibility. Copy changes can also be made very quickly. combined with its flexibility and creativity. Cost –Efficiency Radio is the least cost medium and it helps to reach mass audience with various backgrounds.Radio Advertising Radio’s high overall reach and its ability to provide numerous formats make it a multifaceted medium. 3. immediacy. and local stations often produce local spots for free. National spots can be produced for about one tenth the cost of a TV commercial. Radio also offers timeless. makes radio the choice for numerous product categories. Audiences that favor certain music may be more prone to an ad that uses recognizable. While radio may be one-dimensional in sensory stimulation. it can still have powerful creative impact. advertisers are able to adapt commercials to the various stations then buy. Creativity and Flexibility Radio is the most flexible medium because of very short closing periods for submitting an ad.
Radio Advertising 5. A fundamental marketing strategy for radio has been its ability to successfully work with other media to increase reach and frequency or to reach non-users and light users of other media. 7. it is imperative that brands achieve consumer reinforcement as near as possible to the purchase decision. As a Complement to Another Media In some cases. Proximity to Purchase The mobility of radio and its huge out . The radio industry realizes that the bulk of its revenue comes from advertisers who use radio as a secondary medium. Radio gives the advertisers the opportunity to take advantage of the right combination of words. 6. evoke their emotions. In the competitive environment facing most companies.of . Radio’s daily frequency offers scope for continued messages and hence the consumers are more likely to remember that product and consumer lend up buying that product. Radio can be targeted by lifestyle formats and is more efficient than other media from a cost and production standpoint. However for national advertisers and most large local and regional firms. As a result many advertising agencies will move their budgets into radio. and persuade them to respond. radio is the primary medium for local advertisers. 24 . and sound effects to establish a unique “one-on-one” connection with prospects that lets you grab their attention. music. radio is most often used as complementary medium to extend the reach and frequency of primary vehicles in their advertising schedule. A personal medium The human voice is the most personal means of communication.home audience gives the medium an advantage enjoyed by few other advertising vehicles. voices.
Chaotic buying procedures For an advertiser who wants to include radio as a part of national advertising program. some advertisers wonder if radio is offering too many narrowly defined options. it is difficult to gain effective reach and frequency without buying several radio stations and networks. When a consumer is listening while doing some work or traveling in a car. Poor Radio Attentiveness Just because radio reaches audiences almost everywhere does not mean that everyone is paying attention. 25 . in radio’s quest to continue to fine tune its reach. However. which may not be cost effective. the buying process can be sheer chaos.Radio Advertising Disadvantages of Radio 1. advertisers who want to blanket the market have to buy multiple stations. If a large number of radio stations compete for the same audience. Since national networks and syndicated broad cast do not reach every geographic market. 3. Misunderstanding Sometimes there might be a misconception regarding the radio ad as it is only heard. as it is audio as well as visual. For those product categories with broad appeal. he or she often switches stations when an ad comes and divides his or her attention between the radio and road. Fragmented Audiences The large number of stations that try to attract the same audience in a market has created tremendous fragmentation. 4. 2. This could involve dozens of different negotiations and individual contracts. an advertiser has to buy time in individual markets on a station-by-station basis. In television the chances of such misconception is less.
No proper research available In India.Radio Advertising 5. Radio must compete with other activities for attentions. An advertiser whose product depends on demonstration or visual impact is at a loss when it comes to radio. Only 20 % of time availability restricts the frequency of message exposure. and it does not always succeed. 26 . Limitations of Sound Radio is heard but not seen. a drawback if the product must be seen to be understood. Some agencies think radio restricts their creative options. Therefore. If the voice is irritating then there is a chance that the campaign may flop. 8. Creative Limitations The audio-only nature of radio communication is a tremendous creative compromise. They can’t keep like a newspaper or a magazine ad. Many advertisers think that without strong visual brand identification the medium can play little or no role in their advertising plans. which will be very helpful for the advertisers to decide them on advertising plan and budget and other matter. 9. 7. there is no proper research has been available on the area of radio listening. RJ needs training It is very important that the Radio Jockey is trained enough to deliver the ad. Short Lived and Halfhearted Commercials Radio commercials are brief and fleeting. Sometimes the voice really matters. there could be a problem for the marketers in the sense that they might advertise on wrong channel at a wrong time. 6.
It involves the same procedure as national spots. The advantage is less paper work and lower cost per station. of stations on a networks roster and the long lead times required to book time. 27 . Spot Radio Spot radio affords national’s advertiser’s great flexibility in their choice of markets. They can tailor commercials to the local market and put them on the air quickly – some stations will run a commercial with as little as 20 minutes lead time. Disadvantage includes lack of flexibility in choosing affiliated stations the limited no. stations. Networks provide national and regional advertisers with simple administration and low effective net cost per station. Sponsor Programme Here the advertiser sponsors the whole or part of the programme. 4. The RJ informs the audience about the sponsored company throughout the programme. Most radio stations use recorded shows with live news in between . 2. Network Advertiser may use one of the national radio networks to carry their messages to the entire national markets simultaneously via stations that subscribe to the networks programs.Radio Advertising Types of Radio Advertising: 1. and copy. exhibition going on at certain place etc. RJ Mention/What’s On Mention Here the Radio Jockey [RJ] informs the audience the information given by advertiser about the new product launch. sale. 5. airtime.Likewise. Local Radio Local times denote radio spots purchased by a local advertiser for local market. nearly all radio commercials are pre recorded to reduce cost and maintain broadcast quality. Radio advertising is either live or taped. 3.
fresh cup of coffee. For example. 6 am -10 am 10 am – 3 pm 3pm – 7pm 7pm.The exact divisions vary from station to station. 28 . For the lowest rate .12am 12am – 6 am Morning drive Daytime Afternoon drive Nighttime All night Rating services measures audiences for only the first four day parts because all night listening is very limited and not highly competitive. radios morning drive time coincides with most peoples desire for a steaming. an advertiser orders spots on a run of station (ROS) basis.Friday). which guarantees a certain percentage of spots in the better day parts if the advertiser buys a total package of time.Radio Advertising Radio Stations Divide Their Days And Their Rates. Radio stations divide their rate cards into dayparts . Heaviest radio use occurs during drive times (6-10 am and 3-7pm) during the week (Monday. this leaves total control of the spot placement up to the station. similar to the ROP in newspaper advertising .However. This information is important to advertisers because usage and consumption vary for different products. so its great time for advertising coffee brands. So most stations offer a total audience plan (TAP) package rate.
30 is usually 70 to 80 words long. they charge a unit rate. and a. The spots for advertisement can be for 10 sec. In other words. Check the rate cards of the stations you are interested in. Those however are rare. unless very well written and well produced. The cost of a: 30 is usually about 60% to 75%. this is one case where you might want to use a: 60 to take advantage of the “free” air time. sound effects. the better it will be remembered or at least. In fact. and voice and can be useful for political message. 30 seconds sounds like an impossibly short time to get your message across. the more chance there it that it will be heard. sometimes seem a bit too long. In theory.Radio Advertising Length of Spots The radio commercials in the test reels consisted of several different spot lengths. 60 around 150 to 160 words. one could assume that the longer a spot. Obviously. a: 30 costs the same as a: 60. or ask your sales rep. 29 . ranging from 15 to 60 seconds. Instead. 10 second spot should contain 25 words 20 second spot should contain 45 words 30 second spot should contain 65 words 60 second spot should contain 125 words If you’ve never written a spot. you may find that 60s. The longest commercial played on the radio is 120 seconds. In General. Some stations no longer charge a separate rate for: 30s and: 60s. you’ll see that quite a lot can be accomplished in a short time. 30 sec and 60 sec. Research on television commercials proved that this theory holds true for the medium television: a doubling or tripling in spot seconds results in duplication in recall. 20 sec. or other sports with a information/education content. the announcement of a new or little-understood service. But take a stop watch and time some spots on the air. A 60 does allow you more variety in music.
this does not mean they are completely without structure. Drive-times dayparts attract a mostly male audience. This information combined with programming formats. There are five basic dayparts on basis of which advertiser can choose. Your Dayparts Buying Options Most stations offer several options for buying air time: a) Buying by specific dayparts b) Buying packages c) Buying sponsorships or adjacencies a). Networks provide national and regional advertisers with simple administration and low effective net cost per station. Although the actual buying may be time consuming and expensive if many stations are involved. syndications. Advertisers generally invest most heavily in local placement. Many stations have local rates for Individual Business and National Rates for Agencies. About 80% of annual radio advertising is placed locally. while daytime primarily female and nighttime is mostly teen. Buying specific dayparts This relates to the time period of purchase. Advertising time can be purchased from networks. the structure is actually quite straight forward. Station Rates While buying procedures to achieve national coverage may be chaotic. About 15% is allocated to national spot placement and only 5% is invested in network broadcasts. 2. guides an advertiser in a buying decision. Advertiser may use one of the national radio networks to carry their messages to the entire national markets simultaneously via stations that subscribe to the networks programs. 30 .Radio Advertising Buying Radio Time 1. or local radio stations. The time period decision is based primarily on a demographic description of the advertisers target audience.
31 . Sponsorships. Other fixed-position spots are also available. You are associating your company name with a specific program. you may specify that you want your spot to run at 6:13 a. If you buy an adjacency. every Monday. or Best Time Available( BTA). adjacencies. Sponsorships on top-rated shows can cost up to twice as much as other spots in the same dayparts. radio advertising time is purchased from rate cards issued by individual stations. Total Audience Plan (TAP). adjacent to) the program you specify. Stations will usually guarantee to divide your sports fairly between drive times and other dayparts. This means simply that you pay to buy a package of sports at a flat rate and the station decides (within certain specified limits) when the sports will run. The price can also increase if an advertiser wants the ad read live on the air by a popular local radio personality hosting a show during a day part. your ad will run every day just before or just after (in other words. spending less to achieve the same impact. The RJ informs the audience about the sponsored company throughout the programme.ads that stations choose when to runcost less than ads scheduled during a specific dayparts. and fixed positions go for premium rates. and Friday. For example. usually low-cost method. and these premium spots can be so powerful that you may be able to run far fewer spots than you otherwise would. The advertisers sponsor the whole or part of the programme. Buying packages As with magazine buying. Run-of-stations ads. Is brought to you by………” An adjacency is the next best thing to a sponsorship. Having your name associated with a particular show or event can do a lot to reinforce your positioning.Radio Advertising Putting half your sports into drive time and half into midday is a very safe strategy. Wednesday. Sponsorships or adjacencies A sponsorship is just what its name implies. “……………. Marking a package buy is called buying Run of Station (ROS). Weekend sports can also effectively reach teens. c). Buying packages is an easy. b).m.
a minimum of 20 spots per week should be aired. however. you should also not run on too few stations. and you can afford to buy drive time on the dominant news/talk station in the market. These surveys break the audience down by age and sex. survey the local market. But how many is enough?Generally. requires repetition to have impact. six months out of the year. Similar survey on listenership has been conducted by IMRB (Indian Market Research Bureau) 32 . 3) Frequency Radio. like most media. they’re only for people who are ready for a longterm commitment. (“I run a schedule of 20 ads a week. but that varies depending on your audience and the number of competing stations in the market. If your target and audience includes both younger and older people. Flight and schedule are two words you may hear your radio sales representative use when you plan your advertising. times when one station will suffice.”) A schedule is the long-term version of a flight. If your audience is business people. you should run on at least two or three stations. (“I’m running a flight of 80 ads this month. To really learn who is listening to your spots. There are scheduling strategies that help increase the impact of the spots you place. you may need to buy two or more stations with widely different formats.Radio Advertising Sponsorships are like marriages. A flight is a group of ads. As a general rule. break the listening week down into segment.”) 4) How many stations do you need Just as you should never run too few spots. and then tell you how many listeners each station had in each category. that may be all you need to succeed. There are.
It can also be simple and inexpensive. There are two good. 1) The Voice There are two factors concerning voice. There are three basic elements to work with: the announcer’s voice. and it must not leave the listener wondering. and sound effects. low.Radio Advertising Producing Radio Commercial Producing a radio spot can be a lot of fun advertisers often say it’s the most fun they ever have in advertising. but it must grab the listener’s attention in about three seconds. All these are part of the script. creative people whose fresh ideas will keep your spots from sounding like everywhere else’s. First. which means not just the words. anyways?” The following are some of the factors you should have in mind from the first moment you sit down to plan your spot.cost options for achieving this. and one higher. Stations are usually well.equipped to produce spots. and they often employ young. Your spot can be clever or straightforward. “whose spot was that. It all begins with a good script. and sound effects. you should use a voice that is appropriate for your image. but the combination of words. music.cost option: a) Using local radio talent b) Using an amateur voice c) Hiring professional voice talent. a) Using local radio talent 33 . music. Production can be done in the station’s own studios or in an independent production house.
in larger markets. In fact. 2). Female announcers can also be used. Celebrity voices can sometimes be hired. the local community theater or. but only a small (but increasing) percentage of all broadcast sales presentations are made by women. (But It’s difficult and expensive to obtain the rights). a child’s. There are several options for putting music into your commercials: a) Have original music produced. b) Using amateur voices One great thing about radio is that even an untrained voice can be very effective. or even your own can make listeners stop and pay attention simply because it’s not what they’re expecting to hear. A word of caution: Amateurs can sound stiff and false. c) Get permission to use an existing recording by a known artist. b) Use free music from the station’s library. Music The power of music can’t be overemphasized. 34 . Get the least familiar voice available. the less the voice sounds like one of the regular announcers. d) Buy canned music (sound alike) in the style of many popular composers in all large markets who supply such productions for a modest charge. If the ad runs only in drive time. Studies have shown that women presenters are just as effective as men.Radio Advertising If station produces the spot. Listeners will be less likely to tune it out. c) Using professional voice talent If a very sleek production value is needed hire voice talent from another station. one of their on-air people risk having the voice be so familiar that the listener doesn’t pay attention. A woman’s voice. the better. one can have the midday announcer do the honors. from a talent agency.
and visual images. sensations. and sound effects. voice. At large stations and professional recording studios. ding dong. it’s time to record. and don’t expect a performance that could only come from someone reading your mind. ho ho ho. Sound Effects (SFX) various onomatopoeic sounds like eeek. you bring the listener. and it can be a very worth while investment. whistle etc. Radio is entirely a medium of sound. The cost runs anywhere from Rs. A catchy jingle helps potential customers remember you more than almost anything else. are available at the local radio station. 3). an engineer will record the spot while you and the announcer concentrate on the reading. will be more involved with your ideas. more involved with your spot.Radio Advertising A lot of radio or TV advertising.600 to a few thousand rupees. 35 . The sound of waves on the shore can help sell your vacation package and bird song can put people in the mood for your spring sale. When you use sound to evoke smells. At may be just you and the announcer in the studio. music. 4. The tapping Session Once the decision is made about the script. the announcer will operate the equipment. can be done having a jingle product. You should also understand. Be aware that the announcer may have slight interpretation of the reading than you do.
10.00 p. . a) An advertiser who is not currently scheduling radio may have to be convinced that the medium in general is for a particular product.m. interested chiefly in news Daytime.10. Radio advertising faces challenges both from within the industry and from other media as it competes for advertising price. Dayparts 6 a.00 p.00 a. Often the job of the radio sales person must be conducted on a number of levels. the next step is to prepare a proposal. talk shows Music. or all-news Afternoon.00 p.m.m.m.m. .00 a.00 p. b) The salesperson must move from the general advantages of radio to the advantages of specific station.7.m. 12. .m. 7.m. talk .m.00 a. 3. Characteristics Drive time. After the salesperson has a firm grasp of the advertising problem. As all radio stations are perceived to be same it is important to build value into the radio station by offering credible benefits that produced results and solutions for prospective clients. radio prime time and same as morning drive time News. . breakfast audience. The media buyer is looking for efficient cost per point.00 a. The successful ones begins with the clients problem and sales objectives an move systematically to a solution. music. The radio salesperson must be aware that everyone involved in the transaction is looking for different results. c) The radio representative may have to show how radio fits into the media mix currently being used by the advertisers.6.m. drive time .00 a. Radio salesperson must begin with the client’s needs and marketing goals.12. music. program characteristics of station. . while the client’s goal is to move product. The first step in the process is to meet the client to gain as much information as possible about the client and his or her business.Radio Advertising Selling Radio Commercial Selling radio advertising involves a number of steps. talk shows Elements of good radio commercial 36 .3.
or mental response. Meaningful statistics can give substantial support to your massage. not what you read 6. Production values are important 7. a tug on the heartstrings. Speak the listeners’ language 3. Plan your production 8. Always relate the brand to customers wants and needs. The central idea should be highlighted. focused.Radio Advertising ⇒ Be single-minded. but they rarely related their features and benefits to factual data. ⇒ Relate to the consumer. or mental exercises of a consumer during a radio spot help seed the memory and aid messages retention. Take it seriously Steps in Radio Ad Production 37 . emotional. D ⇒ Generate extension. The consumer should not be burdened with too much information. ⇒ Produce an immediate physical. Engage and entertain the listener 4. Laughter. The effect of a commercial can be multiplied by achieving extension. Prioritize the copy points. Keep it simple 5. conversational English. Dare to be different 9. Understand the environment 2. Many clients keep tabs on their competition. Be a clear communicator Creative Radio Advertising These are some guidelines for producing creative radio advertisements:1. A clever phrase or execution can have consumers asking other people if they have heard the spot. Judge what you hear. ⇒ Research your product or service. ⇒ Use plain.
The producer prepares cost estimation 3. the producer casts the commercial. The studio mixes music and sound with voices. If necessary. The studio tapes music and sound separately 8. With the aid of the casting director. 6. 9. An agency or advertisers appoints a producer 2. If music is to be included. 7. 5. the producer selects a recording studio 4. a rehearsal is held. the producer selects a musical director and chooses the music or selects stock music. The producer sees that the master tape is prepared for distribution on either tape or cassettes and shipped to stations. You are on the air! Measuring the radio’s effect Effectiveness research requires clarity of objectives – what are the agreed objectives of the overall campaign and of the radio campaign within this? Radio 38 .Radio Advertising 1. if one is needed.
This way. Brand names can be bleeped out of the commercial. In other words. Commercial recognition is a valuable technique – i. then the effect can be attributed to radio fairly confidently – even if the listeners think the advertising was in another medium. radio advertising research aims can be categorised into two types: ⇒ Marketing issues – to what extent has radio helped to achieve the campaign aims? ⇒ Media planning issues – what effect do different media strategies have on the performance of the campaign? Marketing Issues:.e.Radio Advertising effectiveness can be measured either using continuous research or in stages (“pre & post”) – the pre-stage is normally the week before the campaign.These vary widely and there can be often more than one objective set for a campaign. to test whether the campaign is linked to the brand. This tendency to misattribute can be offset by using matched samples of listeners and non-listeners. particularly TV. Consumers tend to misattribute radio-advertising memories to other media. the post-stage in the week after the campaign finishes. if the increase in advertising awareness is greater among listeners than it is among non-listeners. This is particularly likely to happen where there is a strong executional link between the two media and/or where there is an history of TV advertising for the brand. and avoids problems of trying to describe the ads. Below are some typical examples: 39 . Radio research can successfully be done using telephone interviewing – ads can be played down the line. what are you aiming to measure? In broad terms. However cases where other media are to be included in the research it might be more appropriate to use face-to-face interviewing. It provides a more robust measure of whether they have heard the campaign. playing the ads to consumers. 1) Defining the research objectives The key to any successful research is to have a clear understanding of why the research is being conducted in the first place.
Lastly. Whatever your research objectives. when testing different media strategies.In addition to tracking radio’s contribution to the success of a campaign.Effectiveness of different spot lengths . and most obviously.Radio Advertising . Any other questions are of secondary importance 2) The Importance of Split Samples 40 .Burst versus continuous activity . for example: .Use of different day part strategies. If you do intend to test a particular media strategy there are three important considerations to note. balanced research “cell” for each media-variable.there are specific tools available for measuring sales effects for example. as a secondary aim you might also be trying to test and evaluate the effects of using different media strategies. bear in mind that you will still be judging the effects in terms of the overall campaign objectives. you must gear the campaign so that you can test the particular media strategy in which you are interested. Secondly. once you have defined them make sure that they form the core of the questionnaire you use. Firstly.Increase sales Increase footfall / store traffic Increase brand awareness Change consumers’ perceptions about a brand Broaden consumer appeal Not all of these aims are best evaluated with consumer survey research . Media Planning Issues: . if you are testing a number of media strategies simultaneously. you will need to be able to separate the effects of each using a separate.
consumers will turn their thoughts to the most salient source they can think of – this tends to mean TV. Which Option Should You Choose:Neither of the two approaches above is necessarily better than the other. Avoiding Misattribution: Using Split Samples:The simplest solution to the problem of measuring true radio awareness is to split your sample into two parts: listeners (target consumers who have been listening to the radio stations which carried the advertising) and non-listeners (people who do not listen to those stations. but who are the same as the listeners in all other respects). Local distribution levels for the brand will also be the same. then any differences in their awareness or attitudes to the advertised brand can be reasonably attributed to radio – regardless of where they think they have seen or heard the advertising. If the only difference between the two samples is their radio listening. the second method has the advantage of questioning people who will have the same history of exposure to the brand. It is particularly important to use split samples where radio is part of a mixed media schedule in order to gauge the true radio effect. to varying extents. Television. attributed to television in the consumer’s mind. with the result that campaigns in all other media are. tends to dominate memories of advertising.Radio Advertising Misattribution of Advertising:When asked to consider advertising. 41 . However. This misattribution is disproportionately likely to happen with radio and is still more likely to happen when radio campaigns are creatively synergistic with TV executions. as the medium with the most active expectations.
thus giving you a measure of radio’s effectiveness. as this could affect response. It is equally important to ensure weight of advertising for your brand in all other media is the same for both samples.Radio Advertising The key point is that the listener and non-listener samples must be matched as closely as possible in terms of demographics. It is important to match the media consumption of the samples (e. This ensures that any differences can confidently be attributed to radio ad exposure. media consumption and weight of exposure to the brands’ advertising in other media. 3) Where to do the research Test And Control Samples In Different Areas:This involves taking two matched samples of respondents in different geographical areas and comparing their advertising responses – one sample will live in the advertised area. it will be possible to compare the results among those who have been exposed to the campaign with the results among those who have not . how much TV they watch etc) as well as their demographics.g. In this way. 42 . the other in an area where no radio advertising ran. The two geographical areas should also be comparable – (or “typical”) in terms of media and product consumption as a whole.
all of the research is done within the same area. whilst the other part of the sample will comprise people who do not listen to any station on the schedule. Typically.Radio Advertising Test and Control Samples within the Same Area In this second approach. since this allows movements in advertising response to be compared directly to current advertising activity. Often.a pre-campaign and a post campaign study. radio research is conducted in two stages . 43 . 4) When to do the research The ideal research method is to monitor advertising activity on a continuous basis. One part of the sample will comprise people who do listen to the station(s) on your radio schedule. In this way it will be possible to compare the results of those who have been exposed to the campaign to those who have not giving you a measure of radio’s effectiveness. continuous radio research is impractical on grounds of cost unless it forms part of ongoing advertising tracking. however.
In some instances one considers conducting more than two stages of research. For example. to track decay in brand awareness. However at some point. consider adding an additional stage of research some weeks after a campaign has ended in order. Face-to-face interviewing may also be preferable if respondents need to be shown visual ad material such as stills from TV ads. ⇒ The post campaign study should be conducted as soon as possible after the radio campaign has ended – ideally during the first week after the campaign has come off air. it might be worth slotting in an additional research phase during a particularly long advertising campaign or sponsorship. 5) The research sample and sample sizes Sample Sizes Generally speaking. say.Radio Advertising ⇒ The pre-campaign study should be conducted as close to the start of the radio campaign as possible – preferably during the week immediately preceding the radio campaign. the cost of an increased sample size becomes cost prohibitive and contributes little extra to statistical robustness. 6) Method and questionnaire Telephone research is often used for assessing the effect of radio campaigns: the method is adaptable and can often be cheaper than face-to-face interviewing. This will establish the base levels of whatever is being measured (eg brand awareness). the larger the sample the better. Similarly. Radio ads can successfully be played down the phone to respondents. having done the post-research. 44 .
g.this allows prompting for brand-specific data.e. attitudes to the advertising/feelings about the proposition). playing the radio ads to consumers – as this is the best “memory jogger” of all. it is possible to see whether creative treatment has successfully linked the message to the brand. A fairly straightforward questionnaire will take around 10-15 minutes to run through – much longer and respondents will begin to lose interest and concentration! 45 . whilst giving a true measure of ad recognition. It also delivers a larger sample of people who are identifiable as having definitely heard the campaign: this is useful when analyzing them for their attitudes to the brand. ⇒ Blind By bleeping out all brand references in each execution and asking whether the commercial has been heard before and then asking for the brand name. two different approaches can be taken: blind or branded. When playing the radio commercials in order to measure commercial recognition. ⇒ Branded . (e.Radio Advertising Commercial recognition is a valuable technique – i.
Radio Advertising Radio with other media Most brands tag radio to their existing communication plans. radio also allows tighter targeting against audiences thus reducing wastage. Traditionally a high-cost medium.coverage. image. demonstration. What radio can add: In planning:Radio's main contribution is a dramatic increase in frequency of exposures. persuasion. impact etc.a) Planning. it extends TV messages to key times of day when TV audiences are lower or when product relevance is higher. radio has a culture of response where listeners frequently interact with their station which they see as accessible. radio can be used to reach light viewers. In communication:Given that Radio is perceived as personal medium. frequency. b) Communication and c) Detailing of communication points. Radio with Television Characteristics of Television TV has traditionally been the most powerful and popular advertising medium for people in the media business. 'what Radio can add' to each medium on three key parameters . 46 . radio can bring brands closer and speak to the consumer at their level. radio can be used for regional or local exposure booster. either in the same period as the TV campaign or later to extend the campaign over time. This is mainly because it does most things well . the downside with TV is that the audience is now fragmented across many different channels. production costs are extremely high and viewers are increasingly avoiding ad breaks. Reason enough for us to study the role of Radio vis-à-vis other key media.
radio can allow a fast turnaround for new initiatives. They leave a brand impression with even the most passive TV viewer or radio listener. in most sectors. speaking in a more personal way than press. and this is real frequency in that exposures take place in real time. which has been successfully established on TV. radio can more strongly convey the brand's tone. What radio adds: In planning:Radio adds frequency. low production costs mean multiple copy messages can be varied round the core TV communication Sonic Brand Triggers. radio also reaches non-readers so it can significantly increase coverage. can be transferred on to radio. and are good at presenting detail. 47 . Newspapers also have the authority of the written word. Radio brings brand messages closer to the individual. and there is less ad avoidance. which are absorbed at very low involvement levels. it can bring to life ideas. which consumers recognize and associate with certain brands. As a print medium. the national press suffers from clutter and from the fact that the reader can and does edit ruthlessly to avoid advertising. Example of powerful SBTs: "Britannia Ting Ting Ting" They help to ensure that TV and radio advertising is well branded. adding radio also means increased share of voice thus overcoming clutter In communication:Radio brings intrusiveness to a press campaign.Radio Advertising In detail:Radio allows activity to be geographically varied. A sound. which may seem flat on the page. Radio with Newspapers Characteristics of Newspapers Newspaper brings 'immediacy' to a communication. as they tend to rely on rhythm and music. radio allows brands to emphasize specific key times of day. Sonic Brand Triggers are sounds.
typically travelling time.within time of day. which is useful for explaining or persuading. striking ideas to be effective.Radio Advertising In detail:Flexibility means radio allows geographical variation on top of a national press campaign. it also allows localized copy variation relating to a national poster execution. In communication:Radio allows more information to be conveyed. The weaknesses of outdoor advertising mainly stem from three issues: it has no editorial context. in the sense that additional exposures to the advertising are played in full rather than having the listener look away or ignore. In detail:Radio offers speed of production compared with the lengthy process of poster print deadlines. radio also offers tighter timing . as listeners identify with their radio station and see it as aimed at people like them. Like radio. it uses extremely simple. in a very public way. radio brings brands closer. day of week or even week of month. 48 . radio allows multiple copy.and it suffers from relatively expensive production. Radio with Outdoor Characteristics of Outdoor The strength of outdoor advertising lies in its ability to suddenly confront the consumer with an idea or a challenge. radio offers far tighter targeting which means reducing wastage. posters also operate within time which people think of as free . radio is better able to communicate the tone or character of a brand. What radio adds: In planning:Radio adds real frequency.
Weaknesses of magazines include the fact that lead times can be very long depending on the title's frequency of publication. and the reader's inclination to simply turn the page.Radio Advertising Radio with Magazines Characteristics of magazines Magazines are useful to advertisers because of the relationship they have with the readers. radio also offers a greater share of voice for most categories. It allows brands to speak to consumers close to certain activities . radio can bring to life ideas which might seem flat on the page. cooking. and there is less ad avoidance. In many magazines the ads are seen as part of the magazine experience. ⇒ Commercial recognition – playing the ads to respondents. ⇒ Recall of advertising.time of day. ⇒ Thoughts on what the main message of the ads was 49 . radio allows tighter timing . which means overcoming clutter. who consume them in a personal way. and the opportunity for geographical variations. What radio adds: In planning:Radio adds frequency and also extends coverage well beyond the magazine readership. day of week etc. you will be seeking to detect spontaneous and prompted awareness. They allow targeting by lifestyle and interest group. At the post-stage. housework etc In detail”:Radio offers fast turnaround within the long copy deadlines of magazines.driving. In communication:Radio brings intrusiveness to a magazine campaign. radio can more strongly convey the advertising tone of voice. the high levels of clutter.
A sample size is decided which is spread all over the target city / town etc. The following is the standard procedure involved in calculating the listenership of a radio station. • • • • • Then the analysis findings are forwarded to the research department and published A project is selected and a deadline is given.600 individuals. IRMB believes that time is ripe for a continuous Radio audience measurement system.000 households and 3. IMRB International decided to launch RADAR RADIO LISTENERSHIP SYSTEM .the continuous radio audience measurement system in Mumbai.Radio Advertising Creating the right mix A fieldwork was conducted by IMRB(Indian Market Research Bureau) to know about the listeners which encompassed the entire Mumbai urban agglomeration through a random sampling of 6. they are complied and sent to the analysis department 50 . or on particular request by a company. The research can be undertaken by the research agency voluntarily to be sold later to companies. With the growing salience of Radio. All the interviewers are informed of the above and a questionnaire is given. When the questionnaires are filled. The findings have helped many radio stations to develop.
5 SLBC World Space VOA At the country level: % mentioning Total awareness of radio stations Gender of radio audience Female 42% MALE 58% 51 .100 90 80 70 60 Radio Advertising Female 42% 50 40 30 20 10 0 AIR FM1 AIR FM2 Vividh Bharati Radio Mirchi Radio City M ale 58% BBC AIR Primary WIN 94.6 Go 92.
30 am 20% 18% D/E 45% A 12% Radio Advertising 16% 14% 12% D/E 10% 45% 11.11.6. Prasar Bharti(AIR) has the highest awareness which is due to the fact that it is a government channel with a pan India coverage and enjoyed monopoly when the radio space was shut for private players. Being 52 .7am .30 .00 pm B 14% 7pm .11pm A 12% 8% 6% 4% 2% 0% C 29% C 29% B 14% % liste n e r s Socio Economic Classification Listenership by time slots Analysis Analysis While the overall reach of radio in India is high it can be seen above that awareness of private radio channels is not much.
The private fm players mainly having license for big cities and towns although are gaining awareness in cities and towns they are still in their growth stage and for them to be known everywhere they have to diversify geographically and reach the rural population where the radio is a very important medium of entertainment. For marketers it then becomes necessary to identify the audience they want to target and respectively book their airtime so as to reach the right audience with the right mix at the right time 53 . While the sec A. Which is why the new entrants are vying for their share of the pie and encouraging the government to release more airwaves for them. Radios are now available at prices below Rs. In order to meet the requirements of its listeners and its corporate audiences.Radio Advertising the only service provider it was able to penetrate deep into the Indian market. on the other and the 11-2 slot has the women segment listening while the nights are more concentrated on teens. Various shows are held by the radio stations. As the 7.30 to 11 slot is the most important slot because many listeners are tuned in the shows are generally family oriented as everyone mostly listens to them and news programs on government owned stations. Radio is very popular with the sec D/E market due to its cheap cost. However with new players entering the market and providing them with the content they want the trend is now changing more people are switching on their radio sets even in these categories. B have a wider variety of entertainment available to them radio is not widely used. giving the advertisers a vast array to meet their specific target markets. specially the teenagers ! When an advertiser places an advertisement he has to make sure that his target audiences are met through this medium.50 which make it very affordable. Based on these findings most of the radio stations have categorized their shows and advertisement rates to meet the needs of its audiences which can be seen in the various positions of the stations.
I.R. Sound broadcasting started in India in 1927 with the proliferation of two privately owned 54 . developed and operated by the Ministry of Information & Broadcasting under the Government of India. which is a national service planned.Radio Advertising All India Radio A.
reaching over 98% of the people in the largest democracy of the world. It transmits centrally originated news bulletins in Hindi and English. Add FM radio and you have a formidable arsenal. It caters to the needs of the people. newsreel. AIR has a three-tier system of broadcasting. namely. New initiatives by AIR Change is in the AIR.I. through its transmitters at Nagpur. A.R.'s coverage exceeds 90% of India. plays. 50 high frequency (SW) transmitters and 87 FM transmitters. With broadcasts in 24 languages and 146 dialects (home services).Radio Advertising transmitters in Bombay and Calcutta.classical music channels to start with in Bangalore and Lucknow and to be extended across the country later. 55 . national. Mogra and Delhi beaming from dusk to dawn. but on shortwave. sports. The Regional Stations in different States form the middle tier of the broadcasting. National channel of All India Radio started functioning on May 18. Including North-Eastern Service at Shillong disseminates the vibrant and radiant cultural heritage of the Northeastern region of the country. When India attained Independence in 1947. AIR had a network of six stations and a complement of 18 transmitters. All India Radio is one of the largest radio networks in the world in terms of reach. All India Radio has a network of 283 broadcasting centers with 146 medium frequency (MW) transmitters. 1988. For FM it has other ideas . spoken word and other topical programs. It was changed to All India Radio in 1936 and it came to be known as Akashwani since 1957 to inform. Prasar Bharati now plans a 24-hour news radio station not on FM. regional and local. to nearly 76% of the country's population fully reflecting the broad spectrum of national life. music. educate and entertain the masses. and another 10 foreign languages in external services.
MBPL is a company backed by P. The entire publicity campaign of AIR is being designed by Prasar Bharati's ad agencies. a marketing plan and publicity plan with suitable media mix. The ad agencies have been asked by the Prasar Bharati to make a strategy presentation. Western Music. Prasar Bharati is set to launch a major campaign aimed at repositioning and total branding of the two FM Channels of All India Radio (AIR). The company has received the license to set up radio stations 56 . Kolkata and Delhi at different numbers. recommending a suitable positioning for AIR Channels. which is on in Patna.Radio Advertising AIR. AIR planned and developed special packages for the North East and J&K. will also cash in on phone bulletins. and for this it is launching a campaign in select cities. family and Associates. It will promote and publicize sports events covered by AIR besides popularizing existing services like Radio on Demand and News on Phone. RADIO CITY [91FM] Radio City. will be launched across the country with a four-digit common number.Hindi Music.K. especially in North East and J&K. AIR as the radio network that communicates with people in their language broadcasting in 24 languages and 146 dialects contributes to the enrichment of Indian classical music and broadcast fast and accurate. Hyderabad. development of infrastructure and the changing scenario in the state. Chat shows. which produces more than 300 bulletins daily. setting up radio clubs and maximizing AIR revenue. Prasar Bharati is also planning to fill the vacancies in regional stations. Helplines etc. focusing on the rich cultural heritage. The publicity campaign of AIR is focused on projecting AIR as the world's oldest and largest radio network both in terms of geographical and population reach and the only source for news and entertainment for people in remote places. was launched on 21st May 2002. The service.Mittal. a venture promoted by Star and Music Broadcast Private Ltd (MBPL). Prasar Bharati is positioning AIR FM Rainbow as a channel offering a buffet fare .
Mumbai. vivacious RJ’s. This is thanks to its promotions. marketing and programming.Bangalore. Mumbai. The Mumbai license was secured for Rs 10 crores. Target audience Radio City is not looking at any particular segment to target. The idea is to create the brand and then to move on to specific target programming. Nagpur and Lucknow. information. Place: Intensive (all over Bombay) also. 1. Hoardings all over the city. The 4 P’s Product: For listeners .Music. Radio City aims to reach out to listeners across demographic barriers. and is trying to create a brand name.The airtime. Selective in the sense that it has set up radio stations across the country in six cities . On the promotion front. Intensive research is being carried out to ascertain demographic profiles of radio listeners. teamed up with professional. Radio City’s market strategy is backed up by six months of intensive research in Bangalore. The channel is into sponsoring events especially college festival around Bombay city. Delhi. the channel undertook huge promotion campaign in the initial stages of its launch. STAR India’s radio division would provide or take charge of advertisement sales. in mix of Hindi and English For corporate and retailers: . Nagpur and Lucknow. a portfolio of entertainment programming 24 a day.Bangalore. so as to enable more targeted programming in the future. Price: Advertisement rates Promotion: Radio city is one of the top 3 stations in the city. Patna. The Television “fun ka doze har roz” ad campaign. a perfect blend of English and Hindi music. Patna. hours 57 .Radio Advertising across the country in six cities . 2. Delhi.
tell them this is how the brand will sound when on radio. involves one-on-one sales and education as to how advertising will help the brand. So they talk to them about radio. IBM and HLL. Because of this the strength of our retail sales team is three times that of our corporate sales team because in retail sales there is this job of exploration and education. and of breaking new ground whereas with national advertisers. National advertisers are all familiar with the concept of advertising. breaking to a 10-minute projection in every hour's programmed. probably create a radio spot. it is a question of marketing a new medium and educating people about it rather than having to explain the concept of advertising per se. sales and marketing support. the success rate with national advertisers is a lot higher than in the case of retail advertisers. Radio City has managed to attract advertisements. Radio City will have a four-hour slot in its 24-hour broadcast for advertisement. GO [92.5FM] 58 . on the other hand. The process is pretty lengthy. from small local stores as well as big brands like Tanishq. Radio city is trying to drive the market by encouraging the ad spends on radio to increase from two per cent to the world average of 10 per cent. The retail market. besides advertising. Star India is in-charge of providing the content.Radio Advertising Advertising with Radio City Radio City also hopes to provide an effective advertisement medium. This is to fulfill the aspirations of national advertisers seeking vast local reach as well as to local advertisers to access an organized medium for projecting their products and services. Hence. make them listen to it.
Corporate aiming to serve the cream class of Mumbai can select go92. white-collar and upwardly mobile. entertainment and business. “The Sound of Mumbai” from Mid Day multimedia limited.Radio Advertising GO 92. The wonderful world of Go 92. to get an edge. Radio Midday seem to have found a niche for themselves and clearly positioned themselves as 'the English Channel with a local/Indian image'.5 FM now targets only the socio economic category (SEC) A and B1. Therefore. educated. target audience is young. It does not only concentrate on Hindi or English but emphasizes on the attractive blend of both the world. Go92. with a heavy local flavor. and more westernized. Target Audience: Mid-Day's Go 92. They are clear on their strategy and have already started catering to a certain set of audience that is mature. along with sports.5 FM. It primarily plays English music. Not to say that big Indian artists with big fame do not feature in their mix. For corporate and retailers: The airtime 59 . belting out the best hits non stop 24 hours a day. Providing an attractive blend of 50:50 Hindi & English programmes. The 4 P’s Product: For listeners: the station is focusing on music of course.5fm as a part of their communication programme. a focus on international artists popular in India. the channel targets the age group of 15 to 45 year old. So if the advertiser wants to target a niche population with a fastidious ear for English music you know where to be! It delivers the best international chart topping hits and the most with – it bollywood sounds.5 FM targets the upscale Mumbaikars.5 FM was launched on 10th May’2002 by mid day group. white collar executive whose needs are clearly English music and programming. trailblazing media company.
Not just a LG CDMA but a LG refrigerator and AC can also be advertised. Wherein auditions would be held for potential talent and the finalists would then be exposed to in house training sessions. Go is a youth-centric station and they felt that better way to make their presence better to partner with college festivals Marketing initiatives Go 92. Second. First.Radio Advertising Place: Intensive in Bombay and exclusive because it does not have a presence in any other city. Then they figure out how do they juggle it. Advertisements with GO 92. Price: Advertisement rates (Refer to annexures) Promotion: its presence is made known through hoardings. 90% of their advertisers are the large tickets. At that time.5 has in fact re-christened itself as Mumbai’s College Radio station. how they’ll fit it in and this programming mantra helps them in that. the station had also launched a 13-week College Radio hunt some time back. That is by virtue of the audience profile that Go are bringing.5FM GO 92. which was presented by Colgate Fresh Energy Gel. displays at traffic signals etc. it is a double positive impact on advertisers. they can have consumer durables on the channel. their immediate reaction is ‘yes’. So. There are two effects of this kind of the new programming. there are many new clients that will come in. which would equip them with the capabilities of hosting radio programmes of their own. They have retailers also. especially with the coming in of the 11-2 afternoon slot. That ways they try to be the preferred destination when an existing client wants to sponsor an event or a radio property.5. when the client presents the germ of an idea. indulge in experimental big stuff. They have a classified section on 60 . In complete tandem with the festivities.
Bazee. There has been a sizeable increase in channel spends on Go 92. Cadbury. Zee TV and Tata Indicom. A few big Hindi properties such as Awaaz and Jeena Isi Ka Naam Hain have been promoted extensively as well. Orange.Radio Advertising the station called Mumbai bazaar. Zee English. Max New York Life. Go does not plan to hike rates because they are looking at consolidating at the current rates and also trying to minimize the discounts they give to our clients on the rate card. The top advertisers on Go 92. Star World.36 crore.5 in September 2003 were Coca Cola. The station is seeing a 50-60 per cent quarter on quarter growth. BPL Mobile. Asian Paints. Zee MGM.com. Discovery. Other advertisers are Tata Motors. Timex watches. Kellogg’s. the station has garnered total revenues of Rs 1. Colgate. Alitalia airways. McDonald. HLL. STAR network that is star world and movies. 61 . AXN and Discovery.5 and they have had the majority of the revenue coming in from niche English channels such as Star Movies. During the first half of 2003-04. But those are basically the advertisers who are very keen to be on the station. Sony Entertainment TV. Tata AIG.
Described. weather. They changes everything in terms of how we play music and the RJs we have according to this target group The 4 P’s Product: For listeners: The programming mix has non-stop music interspersed with Red FM’s ‘crisp’ and ‘entertaining’ updates on traffic.5 Red FM caters to 25-plus age group.5FM] “Red is in your Head”. Mumbai and Kolkata for the first year. Because it is more a mature audience. For corporates and retailers: the airtime Place: Intensive in Mumbai and selective all over the country because it has other stations in Delhi and Kolkatta.87 crores as license fees for the three centers of Delhi. screams the advertisement of Red FM. 62 .5 MHz hit the airwaves in Mumbai first on June 26. Red FM may not be modest but it is certainly witty. The much-awaited Red FM on 93. followed by Delhi and Kolkata. RED FM has spent close to Rs 17. The ‘take aways’ are plenty – everything that the station says and does is of relevance to its listeners.Radio Advertising RED [93. the 24-hour FM radio channel from the Living Media stable. reliable. as a bright. warm. Target Audience 93. city-specific events and the latest buzz on everything current. And in the second phase. friendly. uncomplicated and honest. An additional Rs 20 crores has been invested on infrastructure etc in these three cities. 2002. energetic and passionate Apparently.
They have 100 hoardings all over Mumbai city. They have other high profiled clients like Sony 63 . So if a retailer wants to announce his sale and he does not have a big budget. they went on air live from a night club like Velocity and received a huge response from the listeners. Red is also focusing. KC. they carried a DJ live on turntables from their studios. play a 10 second spot through the day. innovative methods like painting Double Decker buses. tailored to the customer’s needs. HR and nearly every other college in North Mumbai. Red’s current advertisers profile includes both retail clients and corporates. which promote the station. Endorsing advertising on RED is not just about buying spots.Radio Advertising Price: advertisement rates. With in a few days of launching. trains etc have also been adopted. use their strengths and improve co-ordination between the three stations. their job is to suggest that instead of a 30 second spot. but is a total experience. Marketing initiatives It stays connected with youth by being in touch with the committees of various colleges in order to collaborate with them on internal festivals. this is an important task in terms of helping the advertiser. they form a healthy percentage of advertisers. Also it has a tie up with shopping malls like crossroads and ‘Groove’ a music store. Moreover. for the first time in India. Every committee hosts its own festival and Red has been in touch with committees from Jai Hind. Based on the need of the advertiser. Advertisement Red Fm does not go to sell radio spots but works like a consultant with the client. Recently. (Refer to annexures) Promotion: Red Fm is affiliated with some clubs and pubs. they suggest the best ways of achieving the objective. towards the influence of one station with the other.
face-to-face conversation. If there were a programme on beauty tips. there would be food-related brands advertising on it. Their revenue only from Bombay is more than two crore.Radio Advertising Entertainment. they would advise the drive time hours or the late night show. Is it a women’s product? Is it male-oriented? Is it a retailer? If it is a retailer. they could slot it in the 11–6 time band when people are going to the market or when a housewife might be listening to the radio while cooking. And from the nonaccredited ad agency. surveys reveal that a number of men like tuning in to radio just before sleeping. The normal jingle length is 10 seconds and again here rates will differ on the basis of the sound effects. LG. HT. 4. background conversation. Idea. Metlife. and therefore they faced a major drawback in terms of losing out on a number of corporates. Kotak Mahindra and Dabur among others. if there were a cookery show. State Bank of India. There are several questions that RED FM identifies before making a time-band suggestion. They do produce jingles according to the advertisers and if the advertiser or the client wants to use that jingle somewhere else in some other media. as they had already freezeed their media budget for the year. They normally charge around Rs. the shortcoming is only in terms of delay.000/. ICICI Prudential. Zee. none of them have refused to consider them in their media plan. Red FM was launched six months late. music. length of the commercial. we would advise a cosmetics brand to advertise on that programme. similarly.and the rates might increase or decrease depending upon the need of the advertisers. The do give some discounts to the accredited ad agency. Coke. However. Hutch. For male dominated products. They take 100 % money in advance from the direct client. then the client has to pay substantial amount of money to radio station because if they produce a jingle that is their assets. 64 .
Radio Mirchi has landed this gift indirectly from Reliance and Zee who chickened out of the FM radio business after instigating a bidding war resulting in unviable and exorbitant license fees (Rs. Indore and Pune.SEC A and B and in that too mainly youth and housewives.they are a contemporary hit radio station. on 98. Radio Mirchi is now present in seven Indian cities and is the only company with private FM radio stations in all four metropolitan cities of Delhi.' They have a very clearly defined position . On April 23. This segment addresses about 12 lakh listeners 65 . Mumbai. a wholly-owned subsidiary of The Times Group.3 FM. and their Target is around 18 to 35 .Radio Advertising RADIO MIRCHI [98. 9 crores annual fees for Mumbai).3FM] Radio Mirchi belonging to the Times of India Group is in an enviable position to encash into a monopoly the 10-year license period for FM radio in the 12 cities it won. As the punch line says. Chennai and Kolkata. the Radio Mirchi private FM station. 'it is hot. 2002. debuted in Mumbai. owned by Entertainment Network (India) Ltd. they are also the only private FM radio broadcaster in the cities of Ahmedabad.
Chennai. CELEBRITIES and film stars that repeated every so often “hi I’m -------. Since radio is a free to air medium.Radio Advertising The 4 P’s Product: For listeners: 90% of the music played on RM is Hindi and contemporary English hits are played keeping in mind the tastes of their TG. Delhi. which reaches the lower end of the audience spectrum. Radio mirchi has two main objectives behind doing an extensive marketing which are• • To create the Top of the Mind recall in the relevant Target Audience. (Refer to annexure) Promotion: The marketing strategy of Radio Mirchi revolves around two crucial pegs – create hype around the name Radio Mirchi. retail showrooms. 66 . Price: The advertisement rates. A very large factor that contributed towards the establishing the brand of RADIO MIRCHI was its catchy slogan “it’s hot”.it also does a lot of tie-ups and contests for the consumers Marketing strategies Radio mirchi has also tied up with various shopping malls. pubs for continuous advertisement of their channel to make people aware of the temptations given by the channels to them.. plug Radio Mirchi through the other media that The Times Group owns. RM later made a conscious decision to go Hindi. Hence it quickly became a mass channel with Hinglish being its prime lingo and having a wide audience appeal. However the slogan by itself was incomplete without the voices that accompanied it. Connect with the growing Radio listening population in Mumbai. For corporates and retailers: the airtime Place: intensive in Mumbai and selective all over the country since it is established in cities like Kolkatta.I’m hot and I’m Radio Mirchi!!” big names that generated curiosity and excitement and compelled the listener to refrain from flipping the dial.
While all the other stations offer more slots and run ads for over 15 minutes. Radio mirchi sells independently and does not offer any print package deal even though they belong to Times Group – they are an independent company.500 for a 10-second slot. There is very little retail advertising on radio. Currently. on an average. The rates are so reasonable that advertisers can afford 10 or 15 spots a day and run the campaign for 15 days or three weeks at a fraction of the cost that you will incur in print or Television. stations offer discounts on what is on their rate cards. There is huge inventory pressure on them and therefore they had to increase the ad rates. the rest of the FM channels charge anything between Rs 1. they offer ten minutes per hour on Radio Mirchi. 67 .000 and Rs 1. there are 125 to 175 brands advertising on Radio Mirchi.000 for a 10-second slot. across the five stations. Currently radio mirchi has hiked their prices because they know that Radio Mirchi today is one of the best radio channels and they offer value to the advertisers who spend on their station. There are about more than 300 advertisers on Mirchi. Today it is fashionable to be on radio. But in Mumbai it is at 10%. On an average. So they have package deals for them also. In Ahmedabad and Pune it is probably about 25 to 40% of the business. the effective ad rate going for a ten second spot would be anywhere between Rs 1000 to Rs 2000. In Indore more than half of Mirchi revenue comes from retail. There is an average listenership of 45 minutes per day on the station. Radio Mirchi gives 45 lakhs weekly listeners as per Radar study. non prime time and the likes.Radio Advertising Advertising Radio Mirchi charges the highest rate of Rs 2. In most cases. Clients buy effective rates and they buy a combination of spots like prime time. Most of the national advertisers on radio mirchi today want to buy all the stations on air.
radio mirchi can provide them with the more information and help them to decide on the time slots and frequency etc… According to the study conducted: Mirchi delivers highest number in terms of listenership among Housewives and working men. Hyderabad. So when the advertisers wants to advertise on radio. Ludhiana. accordingly. 68 . definitely Coimbatore. they have implemented the changes in the time slots of the different shows on air.Radio Advertising IMRB conducts research for radio mirchi which is after every 15 days to know exactly what the listeners actually want to lend their ears to. But this country can have 5. That will still take us to about 15 frequencies.000 radio stations. Bangalore. 1 channel and delivers high numbers with Daily listenership at 24. Chandigarh. which means going into the smaller towns.63 lacs. Lucknow and Kanpur. Hence. Radio Mirchi delivers highest number in terms of listenership among the Radio Listening student population. They are interested in some of the bigger cities for instance. Future Plans:Radio Mirchi is looking radio Industry from the long term point of view. Mirchi would eventually look at having a presence in every nook and corner of this country. Radio Mirchi emerges up as the No.
Airtel saw this as an opportunity to grab the most number of customers through radio and their started spending more on radio than ever before. Devdas . Promotional strategies adopted by Airtel through radio: uff Uff Mirchi! Hai Hai Mirchi! Airtel is now the first GSM service provider to tie up with a radio channel for the users benefit.Mona Sing a Song.I. Mirchi Movie of the Month. Mr. Operating in more than 23 cities it has been able to attain a high number of customer and is now regarded as one of the best cellular services being provided in India. The radio channel in question happens to be Radio Mirchi. the reason being the huge radio boom with the large number of customers tuning into radio more often than ever. Bappi-da Da Gyan. Hotpot Crackpot. With increasing competition airtel is now going in for more of radio advertising as against the television .the Asli Batliboi and Ding Dong . However it has a long way to go as no one is ever safe in this market and one has to keep up its good work going.Radio Advertising Case Study On Airtel Airtel. the users need to dial 646 from their Airtel enabled mobile handsets. India’s leading cellular operator in the private sector.M and various other providers. Its major competitors are orange and R. They can then listen to some popular programmes of the channel like. 69 . Airtel is creating an attitude of being people friendly and thus gaining huge share in the market. To avail this innovative tie-up.
Airtel's tie-up allows users to listen to one channel only.” Jingle made by airtel basically targets its own customers by saying that wherever they go they will be able to avail of airtel services anywhere. For a long time now. Airtel .6 per minute. AAISI AZADI AUR KAHAN. Recently. there has been an increasing demand of listening to FM channels through mobile handsets. And would also be convenient for its customers to recharge their mobile phones in these centers. 70 . DESH BHAR MAIN RE-CHARGE KAHIN BHI. KABHI PEDDAR ROAD . For this. Among CDMA service providers.6 per minute with no extra subscription charges. Nokia first introduced FM enabled phones. KABHI MEERA ROAD . users can listen to songs. KABHI AAREY ROAD . through the R World of Reliance handsets. it does become quite doubtful as to how long Airtel's 'mirchi effect' will last with the charge rates as high as Rs. With regard to this particular trend. where users can listen to any FM channel through their handsets. KABHI LINKING ROAD . users have to pay a Value Added Service (VAS) rate of Rs. CHARGE HUA ZINDAGI. This all shows about their care for their customers.radio ad jingles “TUM KO DEKH TE HIN . radios have offered services to its users free of cost.Radio Advertising Pre-paid and post-paid customers of AirTel can access this service.
This could attract potential listeners on the move who want their daily share of the happenings around the world. A llowing foreign players to enter the Indian market could also spell a boon for the Indian company gain from the expertise and superior technology of the foreign player. did not allow broadcast of news and current events nor was there a scope of a foreign player entering the Indian market. The Government should review its ban on private stations airing news and current affairs. stations will pay the government a certain % of their gross revenue every year. Though the Supreme Court decision in 1995 declaring airwaves as public property led to the entry of a number entrants challenging the monopoly of All India Radio. But with the government citing national security as the reason for not doing so leaves little hope of this happening. The basic problem in the Radio space in India is the excessive Government control and regulation. The government charged a very heavy license fee for entering the market.Radio Advertising Recommendations The vibrant voices airing music shows on twenty odd private FM radio stations in major cities do not reflect the viability worries and restrictions that haunt this industry. One way to get over the license fee crisis in the radio broadcasting industry is for the government to drop the bidding-driven process for setting radio license fees because it is this system that leads to the viability crisis. They should in fact.revenue sharing. 71 . atleast in the near future. The consumer will also benefit as the industry can now tap into a larger basket (the foreign players) for greater variety. as recommended by the TRAI. In order to let the industry to grow the government needs to give it some space. Under this system. currently a monopoly with All India Radio. nothing much changed as regards to government control. go in for a system more prevalent worldwide .
Consumers spend 85% of their time with ear-oriented media. In such a scenario. Interestingly. It would be just plain old quality of programming and the 72 . with an expected growth rate of about 10 to 12 per cent every year. superior listener loyalty. Bennett Coleman & Co. Ultimately content and packaging will be the king. greater reach may not necessarily translate into a marketing advantage. In fact. the fortunes of radio advertising are likely to change with the advent of private players like Star India. ad recall and message retention. where the cheapness of radio is likely to ensure that the bulk of radio advertisers are those that go for a one-city-local-audience strategy. Mid Day etc. and much more which can be attributed to the ‘low cost of ownership’ feature of RADIO as a medium. These advantages include high amount of time spent listening. superior target ability. However. what will spell out the difference between success and failure will be neither size nor niche. Radio's share in the total advertising budgets of companies is likely to grow from 2 per cent to 5 per cent in the next three years. Yet advertisers spend 55% of their money on eye media (print) and only 45% of their money on ear media such as Radio and television. such as Radio. Living Media. but spend only 15% of their time with such eye-oriented media as newspapers and magazines. despite All India Radio's enormous reach (97 per cent of the population). the private FM players have a huge opportunity in grabbing a bigger chunk of the radio advertising pie as. The opening of the FM market is a new phenomenon and the maturing of the market will take its own evolutionary path.Radio Advertising Conclusion Radio has many natural advantages that make it an excellent choice for an advertising medium. its revenues have declined.
Radio Advertising explosion of contests and sweepstakes offered by the Radio Stations currently. One aping the other is an honest testimonial to justify this statement. In the end Radio offers tremendous opportunities for advertisers and media planners need to explore various options by which they can effectively use radio in their media mix. Conversely, broadcasters need to develop the market by being more responsive to the advertiser's needs. This will provide an opportunity for the market to arrive at the final verdict on the effectiveness of the medium.
Annexures Radio City - National Rate Card
30 Secs spot buy rates (in Rs.) Programme category 07:00 - 11:00 Radio active 17:00 - 20:00 11:00 - 17:00 20:00 - 22:00 22:00 - 00:00 Round the clock Radio Mix Radio Master Blaster Radio Ga Ga Mumbai 8000 6000 6000 4000 Delhi 8000 6000 6000 4000 Banglore 5000 4500 4000 2500 Lucknow 4000 3000 3000 2000
Terms and conditions:⇒ Minimum acceptable radio spot/ commercial duration will be 10 seconds. ⇒ In case any programme, which is being offered in this package, gets discontinued, the advertiser will move the spots to the programme replacing the discontinued programme in the same rate category. ⇒ To ensure proper and timely release of the spots, release orders should be given to MBPL through Star India Pvt. Ltd. At least 2 weeks prior to the date of airing of the first spot. ⇒ All bookings are subject to availability at the time of booking. The agency/advertiser must provide DATS at least fifteen days prior to first spot airing date. The sponsorship material must be sent four weeks prior to start date of the sponsorship of any programme. ⇒ All invoices should be settled by the advertisers/agency within 30 days from the date of the receipt of invoice. ⇒ Others…
Radio Advertising Red fm is currently operating in Mumbai, Delhi and Kolkotta, under the brand name 93.5 RED FM, Asli Masti. Our rate card per 10 seconds(1 unit) of airtime is as listen as below: Individual City Rates SPT 2400 2400 1800
City Mumbai Delhi Kolkotta
Prime 1800 1800 1200
NPT/ROS 1200 1200 600
Super Prime Time:
⇒ Mornings 8:00 a.m. to 10:00 a.m. ⇒ Evenings 6:00 p.m. to 8:00 p.m.
⇒ Morning 7:00 a.m. to 8:00 a.m. ⇒ Morning 10:00 a.m. to 11:00 a.m. ⇒ Evenings 5:00 p.m. to 6:00 p.m. ⇒ Evenings 8:00 p.m. to 9:00 p.m.
Super Prime Time + 25 % premium
Radio mirchi rate card
m . E. A 23 second jingle would be billed as 25 seconds Jingle production charges Centres Mumbai Delhi Chennai Kolkata Ahmedabad Pune Jingle cost Rs.000 Rs.Radio Advertising Day Parts 7 a.10.m Housewife / 260 Traders / Youth 5 p.000 Rs.000 Time Monday Tuesday Wednesday Thursday Friday Saturday Sunday 76 .5 p. 5.m Drive BPO’s / Youth / Drive 550 260 400 250 220 145 220 145 170 130 170 130 Minimum jingle length The minimum jingle duration will be considered as 10 sec.10.000 Rs. 7.m 8 a.m – 8 a.m Time Band Delhi Mumbai Chennai Kolkata Ahmedabad Pune Family Family /Drive 500 850 500 650 250 220 260 145 220 260 145 170 215 130 170 215 130 12 a.000 Rs.m – 12 a.m – 7 a.g.000 Rs. 5. jingle length would be counted in multiples of 5 seconds.m – 10 p. 7. Over 10 seconds.m 10 p.
Radio Advertising Big Brunch (08001200 hrs) T-Man Rate: 1250/Sunday Midday Show (12001600 hrs) Ravi Rate: 1000/Mumbai Matinee (16001800 hrs) Travel Guy Rate: 1000/Mumbai Top 20 (18002100 hrs) Annie Rate: 1250/Bacardi Breezer Vivid Nights Malini Rate: 1250/Live DJ Set Sandy Midnight Shift Rate: Rate: 750/750/Nineties on 925 Chris Rate: 1250/- 07001100 hrs Good Morning Mumbai (GMM) Jaggu & Taranna Rate: 1500/- 11001400 hrs The Midday Show Shruti Rate: 1000/- 14001800 hrs 17001800 hrs College Radio Nadir Orange Request Hour Rate: 1250/- 18002100 hrs Horn Ok Please Malini Rate: 1500/- 21000000 hrs NightShift Glenn Rate: 1250/- 00000100 hrs Midnight Shift Rate: 750/- *All rates are per 10 seconds of airtime Super Prime Time Band (0800hrs-1000hrs) and (1800hrs-2000hrs) *SPTB will attract a 50% premium on card rates. Bibliography While working on this project I visited some of the radio stations and they gave me some information 77 .
star.indiatoday. Newspapers and Magazines Times of India Economics Times Business Standard Financial Express Various websites were also visited such as.com www.com www.radiomirchi.Radio Advertising However to support the same I have done some most of the research work from the following text books: The advertising handbook by Dell Dennison Direct Marketing Management by Mary Lou Robert and Paul Berger.timesofindia.co.in www.uk www.com 78 . www.com www.com www.rab.exchange4media.economicstimes.hinduonnet.com www.com www.co.com www.go925fm.agencyfaqs.allindiaradio.org www.
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