Beruflich Dokumente
Kultur Dokumente
A PROJECT REPORT ON
YOUTH
By group A-31
• Vaishali Reddy
• Vishnu
• Rohit Patel
• Shivaram
• Rashmith
1
DECLARATION
We hereby declare that all the details mentioned in this project
report are to the best of our knowledge and this report is entirely
based on our primary and secondary data. We take the responsibility
of all the information provided in this report.
VAISHALI REDDY
2
ACKNOWLEDGMENT
Vaishali reddy.G
Vishnu kumar vijaywargi
Shivaram Prasad.T
Rohit patel Rudani
Rashmith kumar gampa
3
INDEX
1. INTRODUCTION 5
2. RESEARCH METHODOLOGY
3. OBJECTIVE OF STUDY
4. IMC
5. ADVANTAGES OF RADIO
6. LIMITATIONS OF RADIO
9. RESEARCH FINDINGS
10. BIBLIOGRAPHY
11. ANNEXTURES
4
INTRODUCTION
5
Radio is a pervasive medium. The low advertisement costs and
extensive reach of radio help advertisers quickly reach and appeal to
their target customers. For advertisers targeting small/niche
audiences, radio worked out to be much more beneficial. Radio
advertising is aptly suited for local promotions, and once audiences
can be targeted, it has tremendous potential to eat into local
mediums. Reportedly, there are more than 150 million radio sets in
India – three times more than the number of TV sets in the country.
On the basis of this data, private radio broadcasters claimed that radio
had vast potential just waiting to be exploited. They aimed at
duplicating the success of satellite television in the radio sector, with
the help of latest digital technologies and innovative programming.
According to estimates, radio’s share in the total advertising budgets
of corporates grew to 5% by 2007 as against less than 1% in 2001.
Radio advertising as
Radio Advertising percentage of total
Year
(in Rs billion) Indian advertising
market
2001 1 1.1
2002 1.2 1
2003 2.3 2.1
2004 3.2 2.8
2005 5.1 3.9
2006 8.4 4.6
2007 11.6 5.2
6
private channels conducted intensive research to ascertain the
demographic profiles of radio listeners in order to provide
more targeted programming.
RESEARCH METHODOLOGY
.
SOURCES OF PRIMARY DATA
7
• Newsletter from Madison Media
• BUSINESS WORLD
SAMPLING SIZE
QUESTIONNAIRES
8
contained Dichotomous questions, Multiple choice questions and
completely unstructured questions.
9
a changing environment particularly with respect to consumers
technology and media. Major changes have occurred among
consumers with respect to demographics, life styles , media use , and
buying and shopping patterns. In addition to facing the decline in
audience size for many media marketers are facing the problem of
consumers being less responsive to traditional advertising. They
recognize that many consumers are turned off by advertising and
tired of being bombarded with sales messages. The integrated
marketing communications movements is also being driven by changes
in the ways companies market their products and services . Major
characteristics of this marketing revolution include .
10
telemarketing , direct mail, and direct- response advertising , rather
than relying on mass media. Advocates of the approach argue that
database marketing is critical to the development and practice of
effective IMC.
11
Traditionally the promotional mix has included four elements:
advertising, sales promotion, publicity/public relations, and personal
selling. However, in this text we view direct marketing as well as
interactive media as major promotional –mix elements that modern-
day marketers use to communicate with their target markets. Each
eletool that plays that plays a distinctive role in an IMC program.
12
across situations. The targets of an organization’s advertising efforts
often vary. As do advertising’s role and function in the marketing
program. One advertiser may seek to generate immediate response or
action from the customer; another may want to develop awareness or
a positive image for its products or service over a longer period.
Direct Marketing
Interactive/Internet Marketing
13
led to dramatic growth of communication through interactive media,
particularly the internet. Interactive media allow for a back-and forth
flow of information where by users can participate in and modify the
form and content of the information they receive in real time. Unlike
traditional forms of marketing communications such as advertising ,
which are one-way in nature, the new media allow users to perform a
variety of functions such as receive and alter information and image,
make inquiries, respond to questions, and, of course, make
purchases.
Sales Promotion
Publicity/Public Relations
14
Publicity refers to non-personal communications
regarding an organization, product, service, or idea not directly paid
for or run under identified sponsorship. It usually comes in the form of
a news story, editorial, or announcement about an organization and/or
its products and services. Like advertising, publicity involves non-
personal communication to a mass audience, but unlike advertising,
publicity involves non-personal communication to a mass audience, for
by the company. The company or organization attempts to get the
media to cover or run a favorable story on a product, service, cause,
or event to affect awareness, knowledge, opinions, and\or behavior.
Techniques used to gain publicity include news release, Press
conferences, feature articles, photographs, films, and videotapes. An
advantage of publicity over other forms of promotion is its credibility.
Consumers generally tend to be less skeptical toward favorable
information about a product or service when it comes from a source
they perceive as unbiased. Another advantage of publicity is its low
cost, since the company is not paying time or space in a mass medium
such as TV, radio ,or newspapers.
Personal Selling
15
telephone sales. This interaction gives the marketer communication
flexibility; the seller can see or hear the potential buyer’s reactions and
modify the message accordingly. The personal, individualized
communication in personal selling allows the seller to tailor the
message to the customer’s specific needs or situation.
ADVANTAGES OF RADIO
• Flexibility – Radio is probably the most flexible of all the advertising media
because it has a very short closing period, which means advertisers can
16
change their message almost up to the time it goes on the air. Radio
commercials can usually be produced and scheduled on very short notice
.Radio advertisers can easily adjust their messages to local market
conditions and marketing situations.
LIMITATIONS OF RADIO
17
• Fragmentation – Another problem with radio is the high level
of audience fragmentation due to the large number of stations.
The percentage of the market tuned to any particular station is
usually very small. Advertisers that want a broad reach in their
radio advertising media schedule have to buy time on a number
of stations to cover even a local market.
18
RADIO STATIONS IN HYDERABAD
From the day it was launched, Radio mirchi, Hyderabad was a run
away hit with the Hyderabadis, particularly the Telugu speaking. There
are no. of programmes matching with the mood of the day. The
selection of topics is contemporary, youthful with local flavour and
liberal dose of humour and infotainment. Though it is predominantly
music/song based radio, it also entertains the listeners with jokes,
witty conversations etc. the credit goes to its anchors, the script
writers and the producers of the programmes. The anchors are
knowledgeable and speak good normal Telugu. Their conversation is
spontaneous, natural and decent
The topics are mostly local and hence interesting. Some of the popular
programmes are bumper to bumper, which keeps us informed about
the traffic conditions at various parts of the city-very useful for car
drivers (any one can send messages to the radio regarding the traffic
conditions, and they are read out), Bunty and Chanti- a hillarious
exchange of words between two charecters-bunty and chanti.
Among the anchors, Hemant and Bhargavi, Bharati and Anita are the
best. Another happy feature of this channel is that there are practically
no irritating advertisements.
19
2. Big FM: 92.7 FM
BIG 92.7 FM is poised to create history with its pan India presence,
spanning across 45 cities, 1000 towns and 50,000 villages to reach
200 million Indians across the length and breadth of the country. The
company plans to take FM radio as a medium of entertainment not
only to the key metros, but also to virgin markets that have never
before experienced this medium of entertainment
BIG 92.7 FM has the capacity to touch every fifth Indian across the
country - every third urban Indian and one in every eight Indian in the
rural areas. In short, BIG 92.7 FM will have the largest coverage from
any private radio channel in the country. BIG 92.7 FM, Hyderabad has
become the first radio station in Hyderabad to Podcast on-air shows on
its website. Through this new offering, Hyderabadis from anywhere in
the world can catch up with their favorite radio jockeys, listen to their
favorite songs, and listen to some great content ranging from
interviews with Tollywood Stars, jokes, get interesting updates on the
latest city happenings and much more, all at one click of the mouse.
20
3. Radio City - 91.1 FM
4. Rainbow FM - 101.9
21
..
6. Sun FM - 93.5 FM
Pros: Very good song collection, SUN TV experience and Chiranjeevi and
Pavan Kalyan ads.
Cons: Late entrance into Hyderabad market.
Sun TV has arrived on the FM scene as well.. The FM station they are
offering is called, the ‘S FM’.
Launched on the 6th of November, you can tune into them at 93.5
MHz. Simultaneously launching in Hyderabad, Jaipur and Bangalore.
You can tune into the same frequency in all the three cities. The launch
announced that S FM is launched through the subsidaries of Sun TV
Ltd. like Kal Radio Ltd and South Asia FM Ltd.According to some news,
Sun TV aquired 45 of the 68 FM stations that were up for bid. When
22
they do launch, S FM brand will be one of the biggest FM Radio
Networks across India.
23
Only in the
11% Car/Bus or Auto
3% Only at Home
9%
Only at the work
3% Place
51%
At the workplace
And In the car
At the work place
23% And at Home
The Car and at
Home
24
Places Percentages
Timings Percentage
25
In the Night 47.14%
26
% of people not switching radio
Channels during radio advertisements – 29%
% of people switching
radio
Channels during radio
advertisements – 71%
27
28
Importance Of Radio Channels
40
35
30
Percentage
25
20
15
10
5
0
s
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o
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Ad
Radio Programs
29
Radio Programs Percentage
Music 37
RJ's 18
Contests 5
Shows 2
News 10
Radio 12
Advertisements 16
30
31
Boredom with Current
40
Station
34.28
35
To Listen to Different
Type of Music
30
Percentage
32
Boredom with To Listen to To Listen to To Avoid To Avoid To get news
Current Different type Particular Advertisements Particular DJ/ and traffic Any
Station of Music Program on presenter / updates on Other
another Station Program another Reason
station
33
31% 52% listen to
radio in the
weekdays
17% listen to
52% radio on
Saturdays
31% listen to
radio on
17% Sundays
34
35
In the Night (6 to
10 pm)
30
y = 5.6x + 3.5
25
Percentages
Series1
20
In the Morning (6 Linear (Series1)
to 12 am)
15
In the Evening (4
to 6 pm)
10
In the Afternoon
5 (12 to 4 pm)
0
0 1 2 3 4 5
Timings
35
Graph Representing the Listener ship
of Various Radio Channels in
Hyderabad
80
Percentage
70 Series4
60
50 Series3
40
30 Series2
20 Series1
10
0
i
hi
ha w
th
B ty
FM
i o FM
d bo
ir c
.7 Ci
ra
ad S
M
vi i n
ig
92 di o
Vi Ra
R .5
B
a
.3 93
R
2. 1.9
.1
10 0
91
1
8
98
Radio Channels
36
Mornin Afternoo Evening Night
g n
92.7 Big FM 12 15 8 35
93.5 SFM 15 7 10 38
101.9 Rainbow 14 5 18 33
37
38
Analysis on Different Radios in a Week
45
40
35
30
Percentage
25 Week Days
Saturdays
20
Sundays
15
10
5
0
M
FM
ow
ty
hi
hi
SF
Ci
irc
t
inb
ra
g
M
io
.5
Bi
a
Ra
Bh
d
93
io
.7
Ra
9
92
vid
Ra
1.
.1
10
Vi
91
.3
8
98
2.
10
Radio Stations
39
Week Saturdays Sundays
Days
36 12 22
91.1 Radio City
38 16 16
92.7 Big FM
32 18 20
93.5 SFM
41 15 14
98.3 Radio Mirchi
30 22 18
101.9 Rainbow
37 17 16
102.8 Vivid Bharathi
40
RESEARCH FINDINGS
41
Out of the total 70 respondents the RJs were recalled
by only 32% of the sample, 68% could not recall the
RJs.
42
BIBLIOGRAPHY
• BUSINESS WORLD
43
ANNEXURES ;-
QUESTIONNAIRE
.
Please take a couple minutes to complete this brief questionnaire.
Thanks for your insights!
NAME - :
AGE -:
PROFESSION - :
GENDER - :
44
4. When do you generally listen to the radio?
• Only at home
• Weekdays
• Saturdays
• Sundays
• In the morning
• In the afternoon
• In the evening
• In the night
45
8 .Which is your favourite radio programme on the current radio
channels? (Can be more than one)
12.
category 11 22 3 44
music
RJ ‘S
contests
46
Shows
news
Radio
advertisements
47
48
49