Integrated Marketing and Communication

Workshop
Guest session
Report
BY - RJ SIMRAN

Submitted by -Rahul
Roll no - 22238
 Radio Advertising
Radio Ads: -

Radio advertising is the practice of purchasing ad spots on popular radio stations to promote your
products and services. Businesses like yours pay for every second of airtime, and the station
broadcasts your radio commercials to its audience.

The radio advertising definition covers all forms of radio, including traditional and Internet radio
stations. There are also numerous types of ads for radio stations to consider.

It has specific audience and has a huge mass base as maam had given the example of Pepsi in 2014
there were no budget for Radio Ads there were only investing in tv media ads but as of now the
scenario has changed, now media and radio ads budget are same.

These are the following words by RJ Simran ma’am about radio ads benefits

Selective Targeting – Drill down into your target audience with selective targeting. Genres, hosts,
and the time of day all play into figuring out when your ideal customer will most likely be listening.

High–Frequency Ads – Repeat a message multiple times on the radio to help ingrain it into your
listener. Radio is one of the most straightforward formats to utilize high-frequency messaging.

More Memorable – Audio remains in the memory much longer than visuals. Sound also has the
power to evoke emotion, which further reinforces memory.

Cost–Effective – Ads for radio stations are simpler to invest in and deliver a superior ROI to print and
TV advertising.

Short Creation Cycles – Bring your ads to life in a matter of minutes. It doesn’t take long to go from
concept to hearing your completed ad on the radio.

Type of Radio Ads

1. Live read: This is an advertisement that is read live by a radio host or announcer.
2. Pre-recorded commercial: This is a pre-recorded advertisement that is played during
commercial breaks.
3. Sponsorship message: This is an advertisement that is read live by a radio host or announcer to
promote a particular sponsor.
4. Jingle: This is an advertisement that uses a catchy tune or song to promote a product or service.
Jingles are highly memorable because they stick in the memory. Think of the McDonald’s jingle
as an example. People know it across the world almost as much as the distinctive yellow arches.
The connection between memory and music has been studied countless times, particularly how
sounds evoke emotion.
5. Testimonial: This is an advertisement that features a satisfied customer or celebrity endorsing a
product or service.
Hearing someone else’s views on a product or service can encourage people to buy. Testimonial
radio ads use a real person to run through their experience with your business’s offering.
Using testimonials enhances your brand’s credibility and improves the chances of people
trusting your brand.
6. Public service announcement (PSA): This is an advertisement that promotes a social or public
service cause.
7. Direct response advertisement: This is an advertisement that provides a call-to-action for
listeners to respond directly to the advertiser, such as by visiting a website or calling a phone
number.
8. Promotional announcement: This is an advertisement that promotes a specific event, sale, or
promotion.

There was some key point discussed in the workshop

 Call to action (CTA) in Radio media: -

In radio media, a call to action can be used to encourage listeners to take a specific action, such as
visiting a website, calling a phone number, or participating in a contest. For example, a radio ad
might end with a call to action like "Visit our website to learn more" or "Call now to book your
appointment." The call to action is designed to motivate listeners to take immediate action in
response to the message they have just heard on the radio.

 Hook: - Repeating the tagline again and again so that audience remember that radio ads for long
time.
 Surprise moment will be always remembered to the audience.
 Day and events are important to Radio Ads like valentine week, Diwali.
 Humor always works in radio ads.
 Below the line activity (BTL): - Below-the-line activities (BTL activities) are marketing strategies
that target consumers directly through non-traditional advertising methods. Unlike above-the-
line (ATL) advertising, which uses mass media to reach a wide audience, BTL activities are more
focused and targeted towards specific groups of consumers.
BTL activities are often conducted at the local level and may involve a range of marketing
strategies such as in-store promotions, direct mail, product demonstrations, public relations,
sponsorships, events, and experiential marketing.
Example was given by ma’am, Uniqlo in select city walk Saket where fashion show was organized
to advertise where model after every 45 minutes they are doing ramp walk in Uniqlo

Playing some of the radio ads mainly focuses on the PSA (Public Service Announcements)
1. MIRCHI NETRAHEEN: - It was the radio ads where they started the campaign about the
person who can’t see to help them.
2. AIDS MYFM: - Spreading awareness about Aids
3. CAPTION CONDOM FEVER: - Spreading awareness about Aids
4. CANDY CLASS: - Dharavi, Asia’s largest slum. Most children here have no access to
English education. It was the campaign started by the RJ Archana that started airing 23 rd
April,2016 which the motive was to educate the under privileged children who can’t
afford education so they started teaching them English and in return they where also
giving free candy to the children who was listening to there radio. So, radio city has
partnered with candy vendors to teach basic spoken english to slum kids.
Candy class Advertisement: - https://www.youtube.com/watch?v=3uvPGzMARhQ