RADIO ADVERTISING

What is Radio Advertising? Radio Advertising is a way to reach thousands, and sometimes millions of listeners and therefore reaching a broad audience. Radio is entirely a medium, which evokes smells, sensation and visual images which brings listeners imagination into play. History about Indian Radio. Radio is the cheapest and oldest form of entertainment in the country, which was then dominated by the All India Radio (AIR). In 1993 the Govt allowed the private player to buy chunks in AIR. In 1998 Govt cancelled renewal of these licences which resulted in 50% drop in Revenue. In 2000 Govt again auctioned the AIR to private FM channels. In 2005, Govt opened this sector to Foreign Investment. Currently there are 338 licences given out by Govt in 91 locations throughout India. Types of Radio Advertising Network-Use of national radio n/w to advertise the brand in entire national market. Spot Radio-Local radio time set aside for spot commercials. Local Radio-Radio spots purchased by local advertisers for local markets. Sponsor Programme- The advertiser sponsors the whole or part of the programme. RJ Mention- The Radio Jockey informs the audience about the product.

Advantages and Disadvantages of Radio Advertising. Advantages: Largest Reach and Frequency Broad Selectivity Cost Efficiency A Complement to another Medium

Disadvantage: Misunderstanding Poor Radio Attentiveness Fragmented Audiences

Case Studies: Saffola Airtel

Prepared By:- Ganesh(30), Anoop(28)