Advertising on the radio

Type :

Indian project

Pages :

48 pages

Format :

.doc

Published date :

04/03/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction
Objectives of the study
Research methodology
1. Primary
2. Secondary
Fundamentals of technical know-how
1. Cost involved
Origin of format radio
History of Indian radio
Different radio stations across India
License fee and revenue sharing model
The future of radio industry
SWOT analysis
Advertising through radio in India
1. Pros and cons of radio advertising
2. Types of radio advertising
Case studies
A brief study of All India Radio
Annexures
Bibliography
Conclusion

Abstract

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 nowhere, 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.