Executive Summary

Advertising in general expresses the positioning. Powerful advertising is the result of powerful planning. Great ideas and great ad campaigns dont just pop out from no where, they are built on the key communication points that motivate sales. adio is entirely a medium of sound, which evokes smells, sensations and visual images which brings the listeners imaginations into play. adio advertising is one of the tools of advertising which is effectively used for communication and positioning. !t is one of the foundations for effective and successful advertising. adio can be used effectively for advertisement since it can target the large audience because of its high reach. adio is good at increasing awareness about the brand and business and helping in building the brand image. "ut all this was only for pure academic purpose. #ith the advent of television radio lost its popularity and thus its purpose with the marketers. $his led to sharp declines in the proportion of advertisement spending on radio as compared to other media. "ut then came the governments order on liberali%ation and privati%ation. $his brought about loads of changes in the world of radio broadcasting in !ndia. Prominent and established companies entered the business of &' "roadcasting. &' broadcasting has breathed a new life into the medium of adio in the past few months. (ould radio now think this as a new phase of its life or a re)birth* +f course yes, people are today talking only adio)))) adio 'irchi, adio (ity, ,-, Go and #!.. +ne will find people with radio sets of different shapes and si%es listening to their favourite music on roads, in hotels, even the bidi shops aired on any of the music

channels. $he radio channels are now vying against each other to provide their best to the listeners

0owever 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.

Objective
$hrough this project my objective has been to understand the following $o find out about the current scenario of the radio industry. $he reasons for a stunted growth of the industry $he various steps in radio advertisement eali%ing the needs and wants of consumers and fulfilling them #hat the various radio stations have to offer the masses.

Research Methodology
$hrough this project ! have made an effort to understand the advertisng tool called radio advertising which is being increasingly recogni%ed by marketers as a powerful tool that helps in finding new customers and retaining the existing ones at a much lesser cost.

Primary Research:
$he aim of primary research was to understand radio advertising as it is seen in the corporate world. $o understand this ! have taken two interview from different fields. 'r. 'adhav 2oshi who is currently working in 3eo "urnett who helped me understand what all goes into the making of a radio advertisement. $he mode of interview used was an informal one where he answered my 4uestions on one to one basis. Also 'r. 5udarshan 5ahe the senior marketing manager of adio (ity 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

Secondary Research
$he 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 . !t was also undertaken to understand how radio advertising is done and what re the current players in the market. 5econdary data collection method6 desk research 5econdary data collection sources6 internet, books, newspaper articles

Introduction
+ld media dont die8 $hey just bounce back in new avatars. .ot so long ago radio had been written off as fuddy)duddy, down market and not so cool. $elevision and later 9new media: were touted to being the media of the future. "ut thanks to technology radio is making a comeback. !n fact, in its new avatar)fm)radio is all set too become the hippest, coolest and most with )it medium. &' radio is a new entity altogether and has to deal with new market dynamics. 'edia owners dealing with new markets will virtually have to draw up their strategies as they go along, create programming that is new, innovative and grab away eyeballs from $; sets and make them tune into their radio sets. !ts a whole new challenge and competition is never far away. Ad revenues will also not be easy to come by, as advertisers will expect media players to put their money where their speakers are before they commit large sums of money towards radio advertising. $he other challenge for radio in attracting advertisers is the nature of the medium)radio has always considered being a reminder medium. $he involvement of listeners to radio is low, ;is a ;is television or print media. 0owever in spite of the various challenges the emergence of private &' stations is certain to increase the 4uantum of radio advertising in the country , much like satellite channels did to the 4uantum of television advertising in the country. $hat should open up a vast new market of consumers)/<< million !ndian households own an estimated /=< million radios, outnumbering television sets 76/. $he geographical area covered by radio in !ndia in !ndia is as high as >? percent and the penetration level is approximately >@ percent. "ut &' presently covers only /@ percent of the area and 1/ A of the population of !ndia through transmitters. (urrently radio has just 1 percent of the ><<< crore !ndian advertising market according to an Arthur Andersons survey. Globally depending on each country, radio has a = A to /1 A

of the advertising cake. +n the higher side are countries like the Cnited 5tates with /7 A, (anada with /1.@A and 5pain with >./A. homes and a &' set costs around radio advertising in !ndia will be s. &' station executives are not forthcoming on multi)platform strategies as yet. Given that radio has penetrated into /<< million s. =<D) &!((! estimates &'s share up from the s. /1<< crores by 1<<= and evenue of radio present /.= percent to = A in five years. $hey have also forecasted that revenues from services is expected to rise to s E?> crore by 1<<? at a (AG of 7< per cent. #hile $; is a family medium, radio is personali%ed. Also advertising of certain product seems to work very well while some might not. &or example, cellular phone service or auto related products would have a good impact when advertised on radio is primarily known as a 9drive time: medium most people who turn in are doing so while commuting. $hus the potential if &' is better is bigger town, as the car population is much bigger. $his would be the key when evaluating the medium. Also one must not forgot that radio continues to be a medium that has tremendous reach among the poor and marginali%ed sections of society. #ith the coming of more channels, and the emergence of lifestyle advertising, radio will become a push and pull medium. As said earlier, is not just making a comeback but is being reincarnated into a new avatar.

Some Basic Technical

Any radio setup has two parts6

no!ledge

$he transmitter $he receiver $he transmitter takes some sort of message Fit could be the sound of someoneGs

voice, pictures for a $; set, data for a radio modem or whateverH, encodes it onto a sine wave and transmits it with radio waves. $he receiver receives the radio waves and decodes the message from the sine wave it receives. "oth the transmitter and receiver use antennas to radiate and capture the radio signal. #hen you listen to a radio station and the announcer says, Iyou are listening to >/.= fm 9what the announcer means is that you are listening to a radio station broadcasting an fm radio signal at a fre4uency of >/.= megahert%. 'egahert% means Imillions of cycles per second,I so I>/.= megahert%I means that the transmitter at the radio station is operating at a fre4uency of >/,=<<,<<< cycles per second. Jour fm Ffre4uency modulatedH radio can tune in to that specific fre4uency and give you clear reception of that station. All fm radio stations transmit in a band of fre4uencies between ?? megahert% and /<? megahert%. $his band of the radio spectrum is used for no other purpose but fm radio broadcasts. (ommon fre4uency band includes the followingK

"M radio ) =7= kilohert% to /.@ megahert% #M radio ) ?? megahert% to /<? megahert%

A' radio has been around a lot longer than &' radio. $he first radio broadcasts occurred in /><E or so, and fre4uency allocation for A' radio occurred during the />1<s. !n the />1<s, radio and electronic capabilities were fairly limited, hence the relatively low fre4uencies for A' radio. &' radio was invented by a man named ,dwin Armstrong in order to make high)fidelity Fand static)freeH music broadcasting possible. 0e built the first station in />7>, but &' did not become really popular until the />E<s.

Royalties
&' is primarily a music channel, so the 4uestion of royalties is relevant. $he !ndian Protographic hour Fas against ecord 5ociety F!P 5H and Phonographic Performance FPH 3td. FPP3H are supposed to hold all the rights of royalties. $hey are demanding s. /,=<< per s. /<< per hour, at which they are supplying music to A! H, PP3 is demanding a royalty of s. 1=< per hour of needle time, the actual duration of a piece of music. $he !P 5 is demanding s. /<< per hour. $he !P 5 claims royalty for the original composers and authors of music.

$ost % "s&ect
A 3icencee pays s. E<<<D) per hour. Add s. /,=<<D) for the music. Add s. 7,<<<D) for the technology, salaries and other expenses. An hour long show thus costs s. /<,=<<. /< ) 'inutes have been set aside for advertising. +ne minute is reserved out of /< ) minutes for social awareness advertising. $hus, advertising time available for sale is > ) minutes. !n other words, /? advertisements each of 7< seconds can be accommodate in an hour. $his is the high target. "esides the tariff card should be modest, considering the limited range and listenership supposing a 7< ) seconder costs s. =<< at prime time for /? such spots, the total revenue generated is licensee fee to A! . 5tudio hiring costs are between s. =<< ) s. /<<< an hour. $he total expenses are thus s. /1,=<< to s. /7,<<< per hour. s. ><<<D) . Another estimate puts the s. E,<<<D). Add s. E,<<<D) of the production cost of an hour long programme around

"dvent o' #ormat Radio

$he arrival of G'oving PicturesG with sound and then G$elevisionG were expected to be the death knell for G adioG. 0owever adio has not just survived repeated predictions of its demise but grown tremendously. !t has benefited listeners and advertisers alike and earned the status of a G(onstant (ompanionG... #hat allowed adio to accomplish this feat* ead on for the long journey the adio industry has covered thus far. !t was way back in /?>=, that Guglielmo 'arconi invented an antenna to send and receive radio signals. !t took 4uite a while before eginald &essenden developed the first radio receiver in />/7. 0owever, experts give a lot of credit to -avid 5arnoff who actually conceived what is called as the Iradio music boxI. !t was 5arnoff who suggested that radio should be mass)produced for public consumption. 0is persistence paid off in />/> when such sets were available for general purchase. $his saw the beginning of what was later looked on as the GGolden Age of adioG. ,arly />1<s saw the launch of commercial radio. People in households would gather around the radio to listen to their favorite programs much as they do today with $;. adio became the first medium delivering entertainment to the masses in their eal ,state (ompany. $his era was characteri%ed with Gblock homes. $he /st paid announcement on radio was a /<)minute capsule from 0owthorne (ourtL a Mueens based programmingG wherein radio offered something to everyone. .ews, drama, sportsL live musical recordings would be presented in 7< or E<)minute programs. A network soap opera could be followed by a /=)minute newscast followed by one hour of a concert. $hen in the />=<s $; began to catch the publicGs attention. Audiences were charmed by the audiovisual experience of $;. A large number of popular shows moved from radio to $;. $hat was not all, as the radio industry was also losing a large number of talented staff to $;.

At this point in time, radio experts discovered an opportunity that only radio could provide. $hey reali%ed that radio was the only medium that could be used while doing other things, like getting dressed for work, cooking a meal, traveling to office, studying and more. adio turned GlocalG and moved to what is known in the industry as G&ormatG programming. $his era also spawned two of radioGs greatest strengths6 immediacy and local service. &ormat radio strategy was based on providing the same kind of entertainment to a selected audience, throughout the day, seven days a week. As the story goes, 5tor% and 'c(lendon used to fre4uent a local malt shop, which had a jukebox. $hey observed that the customers would usually come and play the same songs that they liked, over and over again. !n fact, the staff serving these people would end up playing just the same songs even when the shop was closed.&rom this insight emerged the I$op B<I format or the I(ontemporary 0it adio F(0 HI format were the most popular hits would be played on a higher rotation. $his led to a change in the way radio time was being sold. 5ales people shifted from selling programs to selling commercials. !t also led to a shift in the way radio programs were scheduled. As radio was being used as a background medium of entertainment, it had to be relevant to the listener at every point of time in the day. $he shows therefore had to be reflective of various day parts in the life of the listener. !rrespective of the form it came in, format radio definitely made radio not just survive the onslaught of $; but also made it grow tremendously. "eing the only medium that could be carried and used wherever you are, it could update you about your world throughout the day while providing you with the entertainment you like all the time. adio became I$he (onstant (ompanionI. $he total number of radio sets at the time of independence in />B@ was a mere 1@=<<<.at that time a radio receiver used to be a status symbol in this country. "ut today its possession is taken for granted. According to estimates, there are radio sets in about /<= million households in the country. >

(istory o' Indian Radio

&or more than B decades, the Government of !ndia did not permit private radio stations to broadcast in !ndia. $hen history changed its course. !n />>7, the Government allowed private &' operators to GbuyG blocks FchunksH on All !ndia #ithin B years, F/>>@)>?H, the &' becoming the main players. $hen, in 2une />>? the Government, through its electronic media regulatory body Prasar "harti, decided not to renew contracts of private &' operators..ot surprisingly, the advertising revenue fell by =<A within a year8 $his time, the Government gave the green light to privati%e radio in !ndia. 2uly E, />>> was the historic day when the Government announced that /=< new &' channels would be licensed across B< cities . And in 1<<<, the Government auctioned licenses for private &' channels to bolster the revenue. And the focus on metros was evident in the bidding. ,xpecting to collect s ?<< million from auctioning /<? licenses, the government had to actually face mass withdrawal of bidders because of the huge license fee. A handful of serious bidders chose to remain. !n response to the GovernmentGs offer, many companies bid for the licenses to operate in key markets. "ut the going was not so easy. 'any gave up, unable to shell out the high license fee. &or instance, the bidding price for the 'umbai license was reportedly to the tune of s >.@= crore. +thers dropped out saying the business was not viable. 5o, in effect, the competition shrank, players consolidated and the Government extended its deadline. $oday, there are roughly /< players who will operate approximately in 7@ cities across the country. adio, prepare programming content, book commercials from advertisers and broadcast the whole lot. adio advertising and sponsorship business grew to adio 'id)-ay s. >7 crores with $imes of !ndiaGs $imes &' N 'id)-ay GroupGs

/<

$he government collected close to s B.E billion as license fee for the privately run &' radio channels in B< cities. .ew 'edia "roadcasting, a Oee Group company, which focused mainly on the smaller towns, won the largest number of bids. $he first round of bidding ) for @E channels in 1E cities, garnered close to s 7.= billion. $he government got the highest bids ) s >@.= million from each of /< broadcast companies ) for stations in 'umbai. !nterestingly, the bids for 0yderabad and .agpur came next, each for s @@.1 million and s @B million, respectively, while the bids for -elhi were s @/.1 million each

adio is expected to follow the growth of the $elevision industry, which grew rapidly following the entry of private players (urrently, &' coverage in !ndia is restricted to just /@A of the country, compared to ?>A of All !ndia adio FA! H.

//

Players in )i''erent $enters

$om&any *ocation o' $enters +umber o' $enters Bid amount 'or 'irst years license ,Rscrore. B7.?@

,ntertainment .etwork P!ndiaQ

-elhi, 'umbai, (alcutta, (hennai, Ahmedabad, "hubaneshwar, (uttack, 0yderabad, !ndore, 2abalpur, 3ucknow, Pune (alcutta (alcutta -elhi, 'umbai, (alcutta -elhi, 'umbai, (hennai

/1

0it% &' !ndia &' 3iving 'edia 'id -ay "roadcasting 'illennium "roadcasting 'usic "roadcasting

/ / 7 7

/.<< /.<< /@.?@ 1<./@

-elhi, 'umbai, (hennai

1<./@

-elhi, 'umbai, .agpur, "angalore, Patna, 3ucknow (hennai, (oimbatore, $irunalveli

B/.7@

5umangali Publications ) 5un $; ;ertex "roadcasting

>.?@

(alcutta, !ndore, "hopal, ;ishakapatnam

1.><

Cdaya $; ) 5un $; ;ishakapatnam

<.=<

/1

!ncidentally, 'usic "roadcasting became the first firm in !ndia to commence private &' broadcast from "angalore in 2uly.

*icence #ee and revenue sharing model

(urrently, &' players pay annual licence fees, which go up by /= per cent every year. Private &' radio sector would shift to a revenue)sharing model from the existing licence fee regime. 0owever, revenue)sharing also exists in the media sector. $he objective is to 9make &' radio a success story:. !ts better to keep the revenue)sharing figure low than to have a failed project. $here has been debate on whether to recommend a revenue)sharing structure or a fixed amount for a period of /< yearsL it is firm on revenue)sharing now. Revenue%sharing !ill 'ollo! &ayment o' a one%time entry 'ee through a &rocess o' bidding- evenue)sharing figure is 4uite low at around B A. #hile the private &' players had sought revenue)sharing in the band of 1)1.= per cent, the panel has fixed it at B per cent.

Setting u& ne! radio stations

After the second round of privati%ation, the number of &' radio stations targeted is around 7<< to B<<. $he 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. !t has also recommended to the government to release additional spectrum for the use of &' radio companies so that the number of companies operating in one centre can go up.

/7

#uture o' Radio Industry

&' adio can play its part in building a stronger business future for !ndia. Providing free)to)air local broadcasts of music and entertainment, helpful information ) traffic advisories, community announcements and public service messages provide a real value)added service. "ut at current levels of advertising support, each radio station is reeling under the brutal financial impact of high costs. #ith more players in the fray the &' radio industry would grow and also enhance the governments yield from licensing radio naturally. $he new !ndia deserves an active private &' radio sector. !t can provide a level playing field with benefits for listeners, for advertisers, employment N career options. 5pearhead the government objective of growing the &' radio business in !ndia. #ith 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.also government allowing foreign players to enter he !ndian market it will help the industry grow. ;irgin group has already started exploring the !ndian market for suitable partners. various radio stations are coming up with !P+ for example them expand. $he future looks bright as the reach of radio is expected to raise post the increase in the number and 4uality of players in the industry. !t is on the basis of these key drivers of growth, it is being predicted that radioGs share in the total advertising pie will see an increase in the medium term. $here are an estimated /=< million radio sets across the country. $he s /.E billion industry is reported to be growing by 7/ per cent every year and should touch the s E.1 billion by 1<<@, with revenue rising at 17 per cent annually. Also, though radio has only a 1 per cent share in the s E,<<< crore !ndian advertising market, advertising spending is expected to amount to s =<< crore this year. adio 'irchi thus helping

/B

S/OT "nalysis
Strengths: ecently, the government has agreed upon revenue)sharing model, which is B A for the growth of the radio stations. 5o that they can develop themselves well because this industry is still in an introduction stage. $he success of private &' stations, and reveals that radio listenership habits have changed considerablyL not only are listeners tuning into it more often but also sticking to radio for longer hours everyday. $he advertisers, who would depend on word)of)mouth, pamphlets, brochures or ads in local supplements of newspapers, are welcoming the opportunity. adio is considered as a background medium, because people can listen to radio anytime and anywhere they want. !t is also a free medium. ><A of !ndia has access to radio which is unmatched by any other media. adio also reaches to uneducated village folk who do not read print publications. At the places where the literacy rates are low where people hardly read newspapers and radio is the only medium that they can understand. $hey cant afford a $; set. $herefore radio is more popular. adio is the least cost medium and it helps to reach mass audience with various backgrounds. adio offers its reach fre4uency and selectivity at one of the lowest costs per thousand and radio production is relatively inexpensive. adio is considered as a medium where the 9Proximity to purchase: is very high. adio is a complement to another media. $herefore, other media or the advertisers or agency can use this medium for brand recall.

/=

/ea0ness: +ne of the major weaknesses of adio is that there is very less differentiation in the programmes that are aired. 'ost of the stations plays much of the music that is played consist of 0indi &ilm songs, and therefore it is difficult to differentiate between the programmes of the different channels. &ragmented Audience ) the large number of the audience in !ndia is fragmented in various remote places. And therefore, the percentage of listener tuned to anyone station is likely very small. .o proper research available ) research is very important for any advertising segment. esearch is the main base to attract client and get more revenue. "ut, in !ndia there is no proper research is available. 'any stations are conducting their own research which can be biased. adio)only nature of radio communication is a tremendous creative compromise. An advertiser whose product depends on demonstration or visual impact is at a loss when it comes to radio. And like its radio message creates a fleeting impression that is often gone in an instant. 'any advertisers think that without strong visual brand identification the medium can play little or no role in their advertising plans. !ncrease in listenership numbers but no increase in ad revenue. $his is the situation that every radio channel is facing. 5hort commercials

O&&ortunities: Getting copyright licenses from the government for running mega events which are aired on the A! private stations. 3aunching a radio station with 1B)hour news channel $ie)ups with ",5$ or railway authority for playing the &' in train and in bus. radio station and have been restricted to be aired on other

/E

$he launch of Private for the medium

adio &' has managed to create a set of R.ew 3isteners

$he new radio stations which will come in future they can have venture with the college or university campuses. And can play their station which will exclusively provide with the information relating to that universityDcollege campus.

#ith the coming of the many more new players in the radio industry each channels can position themselves 4uite different from others, like, if some station is targeting the health conscious people then their programming strategy will vary accordingly. And then it is easier for the advertisers also to decide on which channel to advertise.

Allowing private &' players to start news and current affairs programmes. +ne has to constantly innovate, and that is the challenge. "rand building is thus much more difficult. At the same time, we are very bullish, and gung)ho about this whole enterprise.

3eaves huge scope for innovation in local market

Threats: $he biggest threat to private radio industry players is A33 !.-!A A-!+. A! is the biggest player in !ndia because of its reach, low charges, government channel etcK "ecause of the new government policies there will be more number of stations and then competition will also increase. $his is one of the biggest threats it faces. #ith no particular differentiation in the music. 5o, there is a fear of losing its brand loyalty.

/@

"dvertising in India
!ndia has been among the fastest growing economies in the world, with a nominal G-P (AG of >.>BA over the last /< years F/>>=)1<<=H. $he nominal G-P for fiscal 1<<= was s. 7<,E7E billion. According to (5+ estimates nominal G-P growth for fiscal 1<<E is estimated at /<.>A. $here is a correlation between the economic growth rates of a country i.e. the nominal G-P growth rate, and growth rates of the advertising industry $he !ndian advertising spends, as a percentage of G-P, is <.7BA, which lags behind other developed and developing countries

-uring fiscal 1<<=, the gross advertising spend in !ndia is estimated at s /// billion, and is expected to grow at /B.1A to reach s. /1@ billion by fiscal 1<<E

/?

Segmentation in advertising
$he five key industry segments comprise print, television, radio, cinema, and outdoor. $hese different segments within the industry are at varying stages of growth and corporati%ation
Year 2000 2001 2002 2003 2004 Print 49.0% 48.4% 47.2% 46.6% 46.3% Media Spends as % of Total Ad Spend TV Radio Cinema 39.3% 40.6% 41.9% 43.0% 43.7% 2.5% 2.7% 2.9% 2.9% 2.9% 0.5% 0.4% 0.7% 0.7% 0.6% Outdoor 8.4% 7.5% 7.0% 6.5% 6.0% Internet 0.3% 0.4% 0.4% 0.4% 0.3%

$he !ndian television industry has grown rapidly, especially since />>/, which saw the beginning of satellite broadcasting in !ndia. $his growth was also aided by the economic liberali%ation program of the Government. $he 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. $hus, the television broadcasting business, which started off as a single government controlled television channel, now has over 7<< channels covering the !ndian footprint, resulting in growing ad spends on this medium. eforms and proliferation of private players were the key reasons for this rapid growth of the share of television in the advertising industry.

/>

Radio "dvertising
adio is still the king when it comes to getting your music. $he best way for a new band to get heard by the public and record label executions is over the airwaves. Paradoxically, radio currently has only a 1.> per cent share of the total advertising pie in !ndia. Globally, depending on country, radio has a = per cent to /1 per cent share of the advertising cake. +n the higher side are countries like the Cnited 5tates, with /7 per cent, (anada, with /1.@ per cent and 5pain, with >./ per cent. (ompanies that advertise on &' channels today such as 0industan 3ever F033H, -r 'orepen, Amul, (astrol, 5antro, "ritannia, Parle, -5P 'errill 3ynch etc are dominating the advertising on each one of the &' channels, be it adio 'irchi, Go >1.= ed >7.= or adio (ity. $oday, @< per cent of the advertising comes from big)budget, national advertisers and the balance 7< per cent comes from retail. !t is a known fact that retail advertising will grow because radio presents the perfect advertising medium for local businesses in a local environment. "ut national advertisers are also operational in the local market, implying that it is as important to them as it is to a retail advertiser, if not more. .evertheless, it is undeniable that radio can be integral in exposing a new artist, new product or services to new fans and taking a local market to a national level. Accordingly, it is extremely difficult to obtain meaningful airplay. Putting it bluntly, successful radio promotion revolves around making and managing relationships. adio promotion is an art that demands a certain style you may simply neither have nor desire to cultivate. +n top of that, it can take a great deal of time to make all the contacts and connections that are re4uired for successful radio promotion. Advertising agencies that control the national picture will be slow to move on to radio for creative reasons. $hey have people who love to make television commercials,

1<

but donGt have anybody who knows how radio works. 0ere, only about 1.> per cent of the money spent by advertisers goes to radio, and up till now, all of that went to A33 !.-!A A-!+. 0owever, in revenue terms, money from advertising has gone up. evenue from commercials on A! , including on ;ividh "harti and Primary (hannel Fincluding &'H rose from s 7>7 million in />><, to s ?<?.B million in 1<<<, N s. E<< crores in 1<<1, representing a growth of about @.= per cent per annum. A clear advantage that radio has is that it can easily target city)based audiences. $his makes sense if the advertiser, like a food chain that is opening an outlet in 'umbai, wants to target a specific audience. !n such cases, it does not make much sense to advertise on $;, and the print medium is too expensive. adio is the best bet for such small)scale promotions. !t is also aptly suited for local promotions, and once audiences can be targeted, it has tremendous potential to eat into local mediums.

$onsumer o&inions
$he evidence from the 4ualitative research is that young people feel their local &' station is aimed at people like them, but the advertising is not ) they feel, probably 4uite correctly, that most advertising is aimed at adults. "ecause radio is a real)time intrusive medium, they have to sit through the full length of any ads which are for irrelevant products. $here was evidence of three sorts of memories6 Relevant 6 $his includes Ads which mentioned areas or names of specific interest, e.g. films, outlets selling favoured brands, concerts Vague/ not relevant: $his includes memories of ads for local garages, cars and insurance companies ) little or no specific detail remembered Sonic Brand Triggers: 'uch evidence of childrenGs ability to pick up on musical 5onic brand $riggers F5"$sH and sing them out loud.

1/

Pros and $ons o' Radio "dvertising

,very medium has special strengths and weaknesses that makes it more or less suited to special marketing problems of specific advertising. $here is no one medium which is ideal for advertisers or every situation. adio has a number of characteristics that makes it an ideal vehicle for numerous advertisers as either a primary or secondary medium. Also, there are certain disadvantages of this media which need to be considered.

"dvantages o' Radio

1. Largest Reach and Frequency
adio offers an excellent combination of reach and fre4uency. $he average adult listens more than 7 hours a day, radio builds a large audience 4uickly and a normal advertising schedule easily allows repeated impact on listener. ><A of !ndia has access to radio which is unmatched by any other media. adio is not only the medium of hearing news but also is a source of entertainment and advertising for the rural masses. adio also reaches to uneducated village folk who do not read print publications. At the places where the literacy rates are low where people hardly read newspapers and radio is the only medium that they can understand. $hey cant afford a $; set. $herefore radio is more popular.

2. Broadly Selectivity
5peciali%ed radio formats with prescribed audiences and coverage areas enable advertisers to select the market they want to reach. &rom a marketing perspective, radio has the ability to reach prospects by sex, age group, ethnic or religious background, income group, employment category, educational level or special interest with a format that adds even greater dimensions to its already strong personal communication environment.

11

adios high overall reach and its ability to provide numerous formats make it a multifaceted medium. "ecause of the relatively low cost of production, advertisers are able to adapt commercials to the various stations then buy, a strategy that would normally be prohibitively in television.

3. ost !"##iciency
adio is the least cost medium and it helps to reach mass audience with various backgrounds. adio offers its reach fre4uency and selectivity at one of the lowest costs per thousand and radio production is relatively inexpensive. .ational spots can be produced for about one tenth the cost of a $; commercial, and local stations often produce local spots for free. Also, radio ads can be produced very 4uickly.

$. reativity and Fle%i&ility

adio is the most flexible medium because of very short closing periods for submitting an ad. $his means an advertiser can wait until close to an air date before submitting an ad. #ith 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 uni4ue competitive opportunities in a timely fashion. adio also offers timeless, immediacy, local relevance and creative flexibility. $he personal nature of radio, combined with its flexibility and creativity, makes radio the choice for numerous product categories. (opy changes can also be made very 4uickly. #hile radio may be one)dimensional in sensory stimulation, it can still have powerful creative impact. adio has been described as the theatre of the mind. $he musical formats that attract audiences to radio stations can also attract attention to radio ads. Audiences that favor certain music may be more prone to an ad that uses recogni%able, popular songs.

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'. (ro%i)ity to (urchase

$he mobility of radio and its huge out ) of ) home audience gives the medium an advantage enjoyed by few other advertising vehicles. !n the competitive environment facing most companies, it is imperative that brands achieve consumer reinforcement as near as possible to the purchase decision. and consumer lend up buying that product. adios daily fre4uency offers scope for continued messages and hence the consumers are more likely to remember that product

*. +s a o),le)ent to +nother -edia

!n some cases, radio is the primary medium for local advertisers. 0owever for national advertisers and most large local and regional firms, radio is most often used as complementary medium to extend the reach and fre4uency of primary vehicles in their advertising schedule. A fundamental marketing strategy for radio has been its ability to successfully work with other media to increase reach and fre4uency or to reach non)users and light users of other media. $he radio industry reali%es that the bulk of its revenue comes from advertisers who use radio as a secondary medium.

.. + ,ersonal )ediu)
$he human voice is the most personal means of communication. adio gives the advertisers the opportunity to take advantage of the right combination of words, voices, music, and sound effects to establish a uni4ue 9one)on)one: connection with prospects that lets you grab their attention, evoke their emotions, and persuade them to respond. adio can be targeted by lifestyle formats and is more efficient than other media from a cost and production standpoint. As a result many advertising agencies will move their budgets into radio.

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)isadvantages o' Radio

1. -isunderstanding
5ometimes there might be a misconception regarding the radio ad as it is only heard. !n television the chances of such misconception is less, as it is audio as well as visual.

2. (oor Radio +ttentiveness

2ust because radio reaches audiences almost everywhere does not mean that everyone is paying attention. #hen a consumer is listening while doing some work or traveling in a car, he or she often switches stations when an ad comes and divides his or her attention between the radio and road.

3. Frag)ented +udiences
$he large number of stations that try to attract the same audience in a market has created tremendous fragmentation. !f a large number of radio stations compete for the same audience, advertisers who want to blanket the market have to buy multiple stations, which may not be cost effective. 0owever, in radios 4uest to continue to fine tune its reach, some advertisers wonder if radio is offering too many narrowly defined options. &or those product categories with broad appeal, it is difficult to gain effective reach and fre4uency without buying several radio stations and networks.

$. haotic &uying ,rocedures

&or an advertiser who wants to include radio as a part of national advertising program, the buying process can be sheer chaos. 5ince national networks and syndicated broad cast do not reach every geographic market, an advertiser has to buy time in individual markets on a station)by)station basis. $his could involve do%ens of different negotiations and individual contracts.

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'. Short Lived and /al#hearted o))ercials

adio commercials are brief and fleeting. $hey cant keep like a newspaper or a maga%ine ad. exposure. adio must compete with other activities for attentions, and it does not always succeed. +nly 1< A of time availability restricts the fre4uency of message

*. reative Li)itations
$he audio)only nature of radio communication is a tremendous creative compromise. An advertiser whose product depends on demonstration or visual impact is at a loss when it comes to radio. 'any advertisers think that without strong visual brand identification the medium can play little or no role in their advertising plans.

.. Li)itations o# Sound
adio is heard but not seen, a drawback if the product must be seen to be understood. 5ome agencies think radio restricts their creative options.

0. R1 needs training
!t is very important that the adio 2ockey is trained enough to deliver the ad. 5ometimes the voice really matters. !f the voice is irritating then there is a chance that the campaign may flop.

2. 3o ,ro,er research availa&le

!n !ndia, there is no proper research has been available on the area of radio listening, which will be very helpful for the advertisers to decide them on advertising plan and budget and other matter. $herefore, there could be a problem for the marketers in the sense that they might advertise on wrong channel at a wrong time.

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Ty&es o' Radio "dvertising:

1. 3et4or5 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. .etworks provide national and regional advertisers with simple administration and low effective net cost per station. $he advantage is less paper work and lower cost per station. -isadvantage includes lack of flexibility in choosing affiliated stations the limited no. of stations on a networks roster and the long lead times re4uired to book time. 2. S,ot Radio 5pot radio affords nationals advertisers great flexibility in their choice of markets, stations, airtime, and copy. $hey can tailor commercials to the local market and put them on the air 4uickly S some stations will run a commercial with as little as 1< minutes lead time. 3. Local Radio 3ocal times denote radio spots purchased by a local advertiser for local market. !t involves the same procedure as national spots. adio advertising is either live or taped. 'ost radio stations use recorded shows with live news in between .3ikewise, nearly all radio commercials are pre recorded to reduce cost and maintain broadcast 4uality. $. S,onsor (rogra))e 0ere the advertiser sponsors the whole or part of the programme. $he informs the audience about the sponsored company throughout the programme. '. R1 -ention/6hat7s 8n -ention 0ere the adio 2ockey P 2Q informs the audience the information given by advertiser about the new product launch, sale, exhibition going on at certain place etc. 2

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Radio Stations )ivide Their )ays "nd Their Ratesadio stations divide their rate cards into day,arts .$he exact divisions vary from station to station. E am )/< am /< am S 7 pm 7pm S @pm @pm) /1am /1am S E am 'orning drive -aytime Afternoon drive .ighttime All night

ating services measures audiences for only the first four day parts because all night listening is very limited and not highly competitive. 0eaviest radio use occurs during drive times FE)/< am and 7)@pmH during the week F'onday) &ridayH. $his information is important to advertisers because usage and consumption vary for different products. &or example, radios morning drive time coincides with most peoples desire for a steaming, fresh cup of coffee, so its great time for advertising coffee brands. &or the lowest rate , an advertiser orders spots on a run of station F +5H basis, similar to the +P in newspaper advertising .0owever, this leaves total control of the spot placement up to the station. 5o most stations offer a total audience plan F$APH package rate, which guarantees a certain percentage of spots in the better day parts if the advertiser buys a total package of time.

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*ength o' S&ots

$he radio commercials in the test reels consisted of several different spot lengths, ranging from /= to E< seconds. $he longest commercial played on the radio is /1< seconds. $hose however are rare. !n theory, one could assume that the longer a spot, the better it will be remembered or at least, the more chance there it that it will be heard. esearch on television commercials proved that this theory holds true for the medium television6 a doubling or tripling in spot seconds results in duplication in recall. $he spots for advertisement can be for /< sec, 1< sec, 7< sec and E< sec. !n General, /< second spot should contain 1= words 1< second spot should contain B= words 7< second spot should contain E= words E< second spot should contain /1= words !f youve never written a spot, 7< seconds sounds like an impossibly short time to get your message across. "ut take a stop watch and time some spots on the airL youll see that 4uite a lot can be accomplished in a short time. !n fact, you may find that E<s, unless very well written and well produced, sometimes seem a bit too long. A E< does allow you more variety in music, sound effects, and voice and can be useful for political message, the announcement of a new or little)understood service, or other sports with a informationDeducation content. 7< is usually @< to ?< words long, and aL E< around /=< to /E< words. $he cost of a6 7< is usually about E<A to @=A. 5ome stations no longer charge a separate rate for6 7<s and6 E<s. !nstead, they charge a unit rate. !n other words, a6 7< costs the same as a6 E<. +bviously, this is one case where you might want to use a6 E< to take advantage of the 9free: air time. (heck the rate cards of the stations you are interested in, or ask your sales rep.

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Buying Radio Time

1. Station Rates
#hile buying procedures to achieve national coverage may be chaotic, this does not mean they are completely without structure. Although the actual buying may be time consuming and expensive if many stations are involved, the structure is actually 4uite straight forward. Advertising time can be purchased from networks, syndications, or local radio stations. Advertisers generally invest most heavily in local placement. About ?<A of annual radio advertising is placed locally. About /=A is allocated to national spot placement and only =A is invested in network broadcasts. 'any stations have local rates for !ndividual "usiness and .ational ates for Agencies. 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. .etworks provide national and regional advertisers with simple administration and low effective net cost per station.

2. Your Dayparts Buying Options

'ost stations offer several options for buying air time6 aH "uying by specific dayparts bH "uying packages cH "uying sponsorships or adjacencies

a9. Buying s,eci#ic day,arts

$his relates to the time period of purchase. $here are five basic dayparts on basis of which advertiser can choose. $he time period decision is based primarily on a demographic description of the advertisers target audience. -rive)times dayparts attract a mostly male audience, while daytime primarily female and nighttime is mostly teen. $his information combined with programming formats, guides an advertiser in a buying decision.

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Putting half your sports into drive time and half into midday is a very safe strategy. #eekend sports can also effectively reach teens.

&9. Buying ,ac5ages

As with maga%ine buying, radio advertising time is purchased from rate cards issued by individual stations. un)of)stations ads) ads that stations choose when to run) cost less than ads scheduled during a specific dayparts. $he 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. "uying packages is an easy, usually low)cost method. 'arking a package buy is called buying un of 5tation F +5H, $otal Audience Plan F$APH, or "est $ime AvailableF "$AH. $his means simply that you pay to buy a package of sports at a flat rate and the station decides Fwithin certain specified limitsH when the sports will run. 5tations will usually guarantee to divide your sports fairly between drive times and other dayparts.

c9. S,onsorshi,s or ad:acencies

A sponsorship is just what its name implies. Jou are associating your company name with a specific program. $he advertisers sponsor the whole or part of the programme. $he 2 informs the audience about the sponsored company throughout the programme. 9KKKKK. !s brought to you byKKK: An adjacency is the next best thing to a sponsorship. !f you buy an adjacency, your ad will run every day just before or just after Fin other words, adjacent toH the program you specify. +ther fixed)position spots are also available. &or example, you may specify that you want your spot to run at E6/7 a.m. every 'onday, #ednesday, and &riday. 5ponsorships, adjacencies, and fixed positions go for premium rates. 5ponsorships on top)rated shows can cost up to twice as much as other spots in the same dayparts. 0aving your name associated with a particular show or event can do a lot to reinforce your positioning, and these premium spots can be so powerful that you may be able to run far fewer spots than you otherwise would, spending less to achieve the same impact.

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5ponsorships are like marriagesL theyre only for people who are ready for a long) term commitment.

3) Frequency
adio, like most media, re4uires repetition to have impact. As a general rule, a minimum of 1< spots per week should be aired. $here are scheduling strategies that help increase the impact of the spots you place. Flight and schedule are two words you may hear your radio sales representative use when you plan your advertising. A flight is a group of ads. F9!m running a flight of ?< ads this month.:H A schedule is the long)term version of a flight. F9! run a schedule of 1< ads a week, six months out of the year.:H

4) How many stations o you nee

2ust as you should never run too few spots, you should also not run on too few stations. "ut how many is enough*Generally, you should run on at least two or three stations, but that varies depending on your audience and the number of competing stations in the market. !f your target and audience includes both younger and older people, you may need to buy two or more stations with widely different formats. $here are, however, times when one station will suffice. !f your audience is business people, and you can afford to buy drive time on the dominant newsDtalk station in the market, that may be all you need to succeed. $o really learn who is listening to your spots, survey the local market. $hese surveys break the audience down by age and sex, break the listening week down into segment, and then tell you how many listeners each station had in each category. 5imilar survey on listenership has been conducted by !' " FIndian Mar0et Research BureauH

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Producing Radio $ommercial

Producing a radio spot can be a lot of fun advertisers often say its the most fun they ever have in advertising. !t can also be simple and inexpensive. $here are three basic elements to work with6 the announcers voice, music, and sound effects. Production can be done in the stations own studios or in an independent production house. 5tations are usually well) e4uipped to produce spots, and they often employ young, creative people whose fresh ideas will keep your spots from sounding like everywhere elses. !t all begins with a good script, which means not just the words, but the combination of words, music, and sound effects. All these are part of the script. Jour spot can be clever or straightforward, but it must grab the listeners attention in about three seconds, and it must not leave the listener wondering, 9whose spot was that, anyways*: $he following are some of the factors you should have in mind from the first moment you sit down to plan your spot.

1) !"e #oice
$here are two factors concerning voice. &irst, you should use a voice that is appropriate for your image. $here are two good, low) cost options for achieving this, and one higher) cost option6 aH Csing local radio talent bH Csing an amateur voice cH 0iring professional voice talent.

a9 ;sing local radio talent

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!f station produces the spot, one of their on)air people risk having the voice be so familiar that the listener doesnt pay attention. !f the ad runs only in drive time, one can have the midday announcer do the honors. Get the least familiar voice available. 3isteners will be less likely to tune it out. &emale announcers can also be used. 5tudies have shown that women presenters are just as effective as menL but only a small Fbut increasingH percentage of all broadcast sales presentations are made by women.

&9 ;sing a)ateur voices

+ne great thing about radio is that even an untrained voice can be very effective. !n fact, the less the voice sounds like one of the regular announcers, the better. A womans voice, a childs, or even your own can make listeners stop and pay attention simply because its not what theyre expecting to hear. A word of caution6 Amateurs can sound stiff and false.

c9 ;sing ,ro#essional voice talent

!f a very sleek production value is needed hire voice talent from another station, the local community theater or, in larger markets, from a talent agency. (elebrity voices can sometimes be hired.

2). $usic
$he power of music cant be overemphasi%ed. $here are several options for putting music into your commercials6 aH 0ave original music produced. bH Cse free music from the stations library. cH Get permission to use an existing recording by a known artist. F"ut !ts difficult and expensive to obtain the rightsH. dH "uy canned music Fsound alikeH in the style of many popular composers in all large markets who supply such productions for a modest charge.

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A lot of radio or $; advertising, can be done having a jingle product. $he cost runs anywhere from anything else. s.E<< to a few thousand rupees, and it can be a very worth while investment. A catchy jingle helps potential customers remember you more than almost

3). Soun %&&ects 'SF()

various onomatopoeic sounds like eeek, ho ho ho, ding dong, whistle etc. are available at the local radio station. $he 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. adio is entirely a medium of sound. #hen you use sound to evoke smells, sensations, and visual images, you bring the listener, more involved with your spot, will be more involved with your ideas.

4. !"e tapping Session

+nce the decision is made about the script, voice, music, and sound effects, its time to record. At may be just you and the announcer in the studioL the announcer will operate the e4uipment. At large stations and professional recording studios, an engineer will record the spot while you and the announcer concentrate on the reading. Jou should also understand. "e aware that the announcer may have slight interpretation of the reading than you do, and dont expect a performance that could only come from someone reading your mind.

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Selling Radio $ommercial

5elling radio advertising involves a number of steps. $he radio salesperson must be aware that everyone involved in the transaction is looking for different results. $he media buyer is looking for efficient cost per point, while the clients goal is to move product. 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. adio salesperson must begin with the clients needs and marketing goals. $he 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. After the salesperson has a firm grasp of the advertising problem, the next step is to prepare a proposal. $he successful ones begins with the clients problem and sales objectives an move systematically to a solution. +ften the job of the radio sales person must be conducted on a number of levels. aH An advertiser who is not currently scheduling radio may have to be convinced that the medium in general is for a particular product. bH $he salesperson must move from the general advantages of radio to the advantages of specific station. cH $he radio representative may have to show how radio fits into the media mix currently being used by the advertisers. adio advertising faces challenges both from within the industry and from other media as it competes for advertising price. Dayparts E a.m. ) /<.<< a.m. /<.<< a.m. ) 7.<< p.m. 7.<< p.m. ) @.<< p.m. @.<< p.m. ) /1.<< a.m. /1.<< a.m. ) E.<< a.m. )"aracteristics -rive time, breakfast audience, interested chiefly in news -aytime, program characteristics of station, talk , music, or all)news Afternoon, drive time L radio prime time and same as morning drive time .ews, music, talk shows 'usic, talk shows

Elements o' good radio commercial

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 Be single<)inded= #ocused. The consumer should not be burdened with too much information. Prioriti%e the copy points. $he central idea should be highlighted. Research your ,roduct or service. 'any clients keep tabs on their competition, but they rarely related their features and benefits to factual data. 'eaningful statistics can give substantial support to your massage. Relate to the consu)er= Always relate the brand to customers wants and needs. >enerate e%tension. $he effect of a commercial can be multiplied by achieving extension. A clever phrase or execution can have consumers asking other people if they have heard the spot. (roduce an i))ediate ,hysical= e)otional= or )ental res,onse. 3aughter, a tug on the heartstrings, or mental exercises of a consumer during a radio spot help seed the memory and aid messages retention. ;se ,lain, conversational ,nglish. "e a clear communicator

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$reative Radio "dvertising

$hese are some guidelines for producing creative radio advertisements6) /. Cnderstand the environment 1. 5peak the listeners language 7. ,ngage and entertain the listener B. Teep it simple =. 2udge what you hear, not what you read E. Production values are important @. Plan your production ?. -are to be different >. $ake it seriously

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Ste&s in Radio "d Production

/. An agency or advertisers appoints a producer 1. $he producer prepares cost estimation 7. the producer selects a recording studio B. #ith the aid of the casting director, if one is needed, the producer casts the commercial. =. !f music is to be included, the producer selects a musical director and chooses the music or selects stock music. E. !f necessary, a rehearsal is held. @. $he studio tapes music and sound separately ?. $he studio mixes music and sound with voices. >. $he producer sees that the master tape is prepared for distribution on either tape or cassettes and shipped to stations. Jou are on the air8

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Measuring the radio1s e''ect

,ffectiveness research re4uires clarity o' objectives S what are the agreed objectives of the overall campaign and of the radio campaign within this* adio effectiveness can be measured either using continuous research or in stages ,2&re 3 &ost4. S the pre)stage is normally the week before the campaign, the post)stage in the week after the campaign finishes. $onsumers tend to misattribute radio)advertising memories to other media, particularly $;. $his is particularly likely to happen where there is a strong executional link between the two media andDor where there is an history of $; advertising for the brand. $his tendency to misattribute can be offset by using matched sam&les of listeners and non%listeners- $his way, if the increase in advertising awareness is greater among listeners than it is among non)listeners, then the effect can be attributed to radio fairly confidently S even if the listeners think the advertising was in another medium. adio research can successfully be done using tele&hone intervie!ing S ads can be played down the line. 0owever cases where other media are to be included in the research it might be more appropriate to use 'ace%to%'ace intervie!ing$ommercial recognition is a valuable techni4ue S i.e. playing the ads to consumers. !t provides a more robust measure of whether they have heard the campaign, and avoids problems of trying to describe the ads. "rand names can be bleeped out of the commercial, to test whether the campaign is linked to the brand.

5. De&ining t"e researc" o*+ecti,es

$he key to any successful research is to have a clear understanding of why the research is being conducted in the first place. !n other words, what are you aiming to measure* !n broad terms, radio advertising research aims can be categorised into two types6 'arketing issues S to what extent has radio helped to achieve the campaign aims*

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 'edia planning issues S what effect do different media strategies have on the performance of the campaign* -ar5eting ?ssues:< $hese vary widely and there can be often more than one objective set for a campaign. "elow are some typical examples6 .!ncrease sales !ncrease footfall D store traffic !ncrease brand awareness (hange consumers perceptions about a brand "roaden consumer appeal .ot all of these aims are best evaluated with consumer survey research ) there are specific tools available for measuring sales effects for example. -edia (lanning ?ssues: < !n addition to tracking radios contribution to the success of a campaign, as a secondary aim you might also be trying to test and evaluate the effects of using different media strategies, for example6 ) ,ffectiveness of different spot lengths ) "urst versus continuous activity ) Cse of different day part strategies. !f you do intend to test a particular media strategy there are three important considerations to note. &irstly, and most obviously, you must gear the campaign so that you can test the particular media strategy in which you are interested. 5econdly, 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, balanced research 9cell: for each media)variable.

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 3astly, when testing different media strategies, bear in mind that you will still be judging the effects in terms of the overall campaign objectives. #hatever your research objectives, once you have defined them make sure that they form the core of the 4uestionnaire you use. Any other 4uestions are of secondary importance

2) !"e -mportance o& Sp.it Samp.es

-isattri&ution o# +dvertising:< #hen asked to consider advertising, consumers will turn their thoughts to the most salient source they can think of S this tends to mean $;. $elevision, as the medium with the most active expectations, tends to dominate memories of advertising, with the result that campaigns in all other media are, to varying extents, attributed to television in the consumers mind. $his misattribution is disproportionately likely to happen with radio and is still more likely to happen when radio campaigns are creatively synergistic with $; executions. +voiding -isattri&ution: ;sing S,lit Sa),les:< $he simplest solution to the problem of measuring true radio awareness is to split your sample into two parts6 listeners Ftarget consumers who have been listening to the radio stations which carried the advertisingH and non)listeners Fpeople who do not listen to those stations, but who are the same as the listeners in all other respectsH. !f the only difference between the two samples is their radio listening, then any differences in their awareness or attitudes to the advertised brand can be reasonably attributed to radio S regardless of where they think they have seen or heard the advertising.

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!t is particularly important to use split samples where radio is part of a mixed media schedule in order to gauge the true radio effect. 6hich 8,tion Should @ou hoose:< .either of the two approaches above is necessarily better than the other. 0owever, the second method has the advantage of 4uestioning people who will have the same history of exposure to the brand. 3ocal distribution levels for the brand will also be the same. $he key point is that the listener and non)listener samples must be matched as closely as possible in terms of demographics, media consumption and weight of exposure to the brands advertising in other media. $his ensures that any differences can confidently be attributed to radio ad exposure.

3) /"ere to o t"e researc"

Test +nd ontrol Sa),les ?n Ai##erent +reas:< $his involves taking two matched samples of respondents in different geographical areas and comparing their advertising responses S one sample will live in the advertised area, the other in an area where no radio advertising ran. !n this way, 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 ) thus giving you a measure of radios effectiveness. !t is important to match the media consumption of the samples Fe.g. how much $; they watch etcH as well as their demographics, as this could affect response. !t is e4ually important to ensure weight of advertising for your brand in all other media is the same for both samples. $he two geographical areas should also be comparable S For 9typical:H in terms of media and product consumption as a whole. B7

Test and ontrol Sa),les 4ithin the Sa)e +rea !n this second approach, all of the research is done within the same area. +ne part of the sample will comprise people who do listen to the stationFsH on your radio schedule, whilst the other part of the sample will comprise people who do not listen to any station on the schedule. !n 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 radios effectiveness.

4) /"en to o t"e researc"

$he ideal research method is to monitor advertising activity on a continuous basis, since this allows movements in advertising response to be compared directly to current advertising activity. +ften, however, continuous radio research is impractical on grounds of cost unless it forms part of ongoing advertising tracking.

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$ypically, radio research is conducted in two stages ) a pre)campaign and a post campaign study. $he pre)campaign study should be conducted as close to the start of the radio campaign as possible S preferably during the week immediately preceding the radio campaign. $his will establish the base levels of whatever is being measured Feg brand awarenessH. $he post campaign study should be conducted as soon as possible after the radio campaign has ended S ideally during the first week after the campaign has come off air. !n some instances one considers conducting more than two stages of research. &or example, it might be worth slotting in an additional research phase during a particularly long advertising campaign or sponsorship. 5imilarly, having done the post)research, consider adding an additional stage of research some weeks after a campaign has ended in order, say, to track decay in brand awareness.

0) !"e researc" samp.e an samp.e si1es

Sa),le SiBes Generally speaking, the larger the sample the better. 0owever at some point, the cost of an increased sample si%e becomes cost prohibitive and contributes little extra to statistical robustness.

6. Method and 7uestionnaire

Tele&hone research is often used for assessing the effect of radio campaigns6 the method is adaptable and can often be cheaper than face)to)face interviewing. successfully be played down the phone to respondents. adio ads can

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#ace%to%'ace intervie!ing may also be preferable if respondents need to be shown visual ad material such as stills from $; ads. $ommercial recognition is a valuable techni4ue S i.e. playing the radio ads to consumers S as this is the best 9memory jogger: of all. !t also delivers a larger sample of people who are identifiable as having definitely heard the campaign6 this is useful when analy%ing them for their attitudes to the brand. #hen playing the radio commercials in order to measure commercial recognition, two different approaches can be taken6 blind or branded. "lind "y bleeping out all brand references in each execution and asking whether the commercial has been heard before and then asking for the brand name, it is possible to see whether creative treatment has successfully linked the message to the brand. "randed ) this allows prompting for brand)specific data, Fe.g. attitudes to the advertisingDfeelings about the propositionH, whilst giving a true measure of ad recognition. " 'airly straight'or!ard 7uestionnaire !ill ta0e around 58%59 minutes to run through : much longer and res&ondents !ill begin to lose interest and concentration;

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Radio !ith other media

'ost brands tag radio to their existing communication plans. eason enough for us to study the role of adio vis)U)vis other key media. Gwhat adio can addG to each medium on three key parameters ) aH Planning, bH (ommunication and cH -etailing of communication points.

Radio !ith Television

$haracteristics o' Television $; has traditionally been the most powerful and popular advertising medium for people in the media business. $his is mainly because it does most things well ) coverage, fre4uency, image, persuasion, demonstration, impact etc. $raditionally a high)cost medium, the downside with $; is that the audience is now fragmented across many different channels, production costs are extremely high and viewers are increasingly avoiding ad breaks. #hat radio can add6 ?n ,lanning:< adioGs main contribution is a dramatic increase in fre4uency of exposures, either in the same period as the $; campaign or later to extend the campaign over timeL radio can be used for regional or local exposure boosterL radio can be used to reach light viewersL it extends $; messages to key times of day when $; audiences are lower or when product relevance is higherL radio also allows tighter targeting against audiences thus reducing wastage. ?n co))unication:<

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Given that adio is perceived as personal medium, radio can bring brands closer and speak to the consumer at their levelL radio has a culture of response where listeners fre4uently interact with their station which they see as accessible. ?n detail:< adio allows activity to be geographically variedL radio can allow a fast turnaround for new initiativesL low production costs mean multiple copy messages can be varied round the core $; communication 5onic "rand $riggers. 5onic "rand $riggers are sounds, which consumers recogni%e and associate with certain brands. ,xample of powerful 5"$s6 I"ritannia $ing $ing $ingI $hey help to ensure that $; and radio advertising is well branded. $hey leave a brand impression with even the most passive $; viewer or radio listener, as they tend to rely on rhythm and music, which are absorbed at very low involvement levels. A sound, which has been successfully established on $;, can be transferred on to radio.

Radio !ith +e!s&a&ers

$haracteristics o' +e!s&a&ers .ewspaper brings GimmediacyG to a communication. .ewspapers also have the authority of the written word, and are good at presenting detail. 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. #hat radio adds6 ?n ,lanning:< adio adds fre4uency, and this is real fre4uency in that exposures take place in real timeL radio also reaches non)readers so it can significantly increase coverageL in most sectors, adding radio also means increased share of voice thus overcoming clutter ?n co))unication:<

B?

adio brings intrusiveness to a press campaign, and there is less ad avoidanceL it can bring to life ideas, which may seem flat on the pageL radio can more strongly convey the brandGs tone. day. ?n detail:< &lexibility means radio allows geographical variation on top of a national press campaign. adio brings brand messages closer to the individual, speaking in a more personal way than pressL radio allows brands to emphasi%e specific key times of

Radio !ith Outdoor

$haracteristics o' Outdoor $he strength of outdoor advertising lies in its ability to suddenly confront the consumer with an idea or a challenge, in a very public way. 3ike radio, posters also operate within time which people think of as free ) typically travelling time. $he weaknesses of outdoor advertising mainly stem from three issues6 it has no editorial context, it uses extremely simple, striking ideas to be effective,and it suffers from relatively expensive production. #hat radio adds6 ?n ,lanning:< adio adds real fre4uency, in the sense that additional exposures to the advertising are played in full rather than having the listener look away or ignoreL radio offers far tighter targeting which means reducing wastageL radio also offers tighter timing ) within time of day, day of week or even week of month. ?n co))unication:< adio allows more information to be conveyed, which is useful for explaining or persuadingL radio allows multiple copyL radio brings brands closer, as listeners identify with their radio station and see it as aimed at people like themL radio is better able to communicate the tone or character of a brand. B>

?n detail:< adio offers speed of production compared with the lengthy process of poster print deadlinesL it also allows locali%ed copy variation relating to a national poster execution.

Radio !ith Maga<ines

$haracteristics o' maga<ines 'aga%ines are useful to advertisers because of the relationship they have with the readers, who consume them in a personal way. $hey allow targeting by lifestyle and interest group. !n many maga%ines the ads are seen as part of the maga%ine experience. #eaknesses of maga%ines include the fact that lead times can be very long depending on the titleGs fre4uency of publication, the high levels of clutter, and the readerGs inclination to simply turn the page. #hat radio adds6 ?n ,lanning:< adio adds fre4uency and also extends coverage well beyond the maga%ine readershipL radio allows tighter timing ) time of day, day of week etcL radio also offers a greater share of voice for most categories, which means overcoming clutter. ?n co))unication:< adio brings intrusiveness to a maga%ine campaign, and there is less ad avoidanceL radio can bring to life ideas which might seem flat on the pageL radio can more strongly convey the advertising tone of voice. !t allows brands to speak to consumers close to certain activities ) driving, cooking, housework etc ?n detailC:< adio offers fast turnaround within the long copy deadlines of maga%ines, and the opportunity for geographical variations.

=<

ecall of advertising. At the post)stage, you will be seeking to detect spontaneous and prompted awareness.

(ommercial recognition S playing the ads to respondents. $houghts on what the main message of the ads was

=/

$reating the right mix

A fieldwork was conducted by !' "F!ndian 'arket esearch "ureauH to know about the listeners which encompassed the entire 'umbai urban agglomeration through a random sampling of E,<<< households and 7,E<< individuals. #ith the growing salience of continuous A-A adio, ! '" believes that time is ripe for a adio audience measurement system. !' " !nternational decided to launch A-!+ 3!5$,., 50!P 5J5$,' ) the continuous radio audience $he findings have helped many radio stations to develop. $he following is the standard procedure involved in calculating the listenership of a radio station. $he research can be undertaken by the research agency voluntarily to be sold later to companies, or on particular re4uest by a company. $hen the analysis findings are forwarded to the research department and published A project is selected and a deadline is given. All the interviewers are informed of the above and a 4uestionnaire is given. A sample si%e is decided which is spread all over the target city D town etc. #hen the 4uestionnaires are filled, they are complied and sent to the analysis department

measurement system in 'umbai.

=1

100 %0 $0 #0 "0

)emale 2%

!0 0 30 20 10 0 AIR )M1 Radio Mir*'i AIR )M2 ((C Vi&id' ('arati AIR Primar+ Radio Cit+

Male !$%
,I- % ." S/(C 0o %2.! ,orld Spa*e VOA

At the country level6 = mentioning

Total a4areness o# radio stations

>ender o# radio audience &emale B1A

M"*E 9>=

=7

#am 4 11.30 am

?8= 5>= 56= 5@= 5?= 58= >= 6= @= ?= 8=

)BE @9=
123 !%

A 12%

11.30 4 ".00 pm

( 1 %
#pm 4 11pm

" 5?=

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= listeners
Socio "cono)ic lassi#ication

Listenershi, &y ti)e slots Analysis

"nalysis
#hile the overall reach of radio in !ndia is high it can be seen above that awareness of private radio channels is not much. Prasar "hartiFA! H has the highest awareness which is due to the fact that it is a government channel with a pan !ndia coverage and enjoyed monopoly when the radio space was shut for private players. "eing =B

the only service provider it was able to penetrate deep into the !ndian market. $he 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. #hich is why the new entrants are vying for their share of the pie and encouraging the government to release more airwaves for them. adio is very popular with the sec -D, market due to its cheap cost. adios are now available at prices below s.=< which make it very affordable. #hile the sec A, " have a wider variety of entertainment available to them radio is not widely used. 0owever 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, specially the teenagers 8 #hen an advertiser places an advertisement he has to make sure that his target audiences are met through this medium. ;arious shows are held by the radio stations. !n order to meet the re4uirements of its listeners and its corporate audiences. As the @.7< to // 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. on the other and the //)1 slot has the women segment listening while the nights are more concentrated on teens. giving the advertisers a vast array to meet their specific target markets. "ased on these findings most of the radio stations have categori%ed their shows and advertisement rates to meet the needs of its audiences which can be seen in the various positions of the stations. &or 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

==

"ll India Radio

A.!. , which is a national service planned, developed and operated by the 'inistry of !nformation N "roadcasting under the Government of !ndia. 5ound broadcasting started in !ndia in />1@ with the proliferation of two privately owned

=E

transmitters in "ombay and (alcutta. !t was changed to All !ndia

adio in />7E and it

came to be known as Akashwani since />=@ to inform, educate and entertain the masses. All !ndia adio is one of the largest radio networks in the world in terms of

reach. #hen !ndia attained !ndependence in />B@, A! had a network of six stations and a complement of /? transmitters. All !ndia adio has a network of 1?7 broadcasting centers with /BE medium

fre4uency F'#H transmitters, =< high fre4uency F5#H transmitters and ?@ &' transmitters. #ith broadcasts in 1B languages and /BE dialects Fhome servicesH, and another /< foreign languages in external services, A.!. .Gs coverage exceeds ><A of !ndia, reaching over >?A of the people in the largest democracy of the world. Add &' radio and you have a formidable arsenal. A! has a three)tier system of broadcasting, namely, national, regional and local. .ational channel of All !ndia adio started functioning on 'ay /?, />??. !t caters to the needs of the people, through its transmitters at .agpur, 'ogra and -elhi beaming from dusk to dawn. !t transmits centrally originated news bulletins in 0indi and ,nglish, plays, sports, music, newsreel, spoken word and other topical programs, to nearly @EA of the countryGs population fully reflecting the broad spectrum of national life. $he egional 5tations in different 5tates form the middle tier of the broadcasting. !ncluding .orth),astern 5ervice at 5hillong disseminates the vibrant and radiant cultural heritage of the .ortheastern region of the country.

+e! initiatives by "IR

(hange is in the "IR. Prasar Bharati now plans a 1B)hour news radio station ) not on &', but on short!ave. &or &' it has other ideas ) classical music channels to start with in "angalore and 3ucknow and to be extended across the country later.

=@

A! , which produces more than 7<< bulletins daily, will also cash in on phone bulletins. $he service, which is on in Patna, 0yderabad, Tolkata and -elhi at different numbers, will be launched across the country with a four)digit common number. A! planned and developed special packages for the .orth ,ast and 2NT, focusing on the rich cultural heritage, development of infrastructure and the changing scenario in the state. Prasar "harati is also planning to fill the vacancies in regional stations, especially in .orth ,ast and 2NT, setting up radio clubs and maximi%ing A! revenue. Prasar "harati is set to launch a major campaign aimed at repositioning and total branding of the two &' (hannels of All !ndia adio FA! H. Prasar "harati is positioning A! &' ainbow as a channel offering a buffet fare ) 0indi 'usic, #estern 'usic, (hat shows, 0elplines etc. and for this it is launching a campaign in select cities. $he publicity campaign of A! is focused on projecting A! as the worldGs oldest and largest radio as the radio network that network both in terms of geographical and population reach and the only source for news and entertainment for people in remote places. A! communicates with people in their language broadcasting in 1B languages and /BE dialects contributes to the enrichment of !ndian classical music and broadcast fast and accurate. !t will promote and publici%e sports events covered by A! populari%ing existing services like adio on -emand and .ews on Phone. $he entire publicity campaign of A! is being designed by Prasar "haratiGs ad (hannels, a marketing plan agencies. $he ad agencies have been asked by the Prasar "harati to make a strategy presentation, recommending a suitable positioning for A! and publicity plan with suitable media mix. besides

A-!+ (!$J P>/&'Q

adio (ity, a venture promoted by 5tar and 'usic "roadcast Private 3td F'"P3H, was launched on 1/st 'ay 1<<1. '"P3 is a company backed by P.T.'ittal, family and Associates. $he company has received the license to set up radio stations =?

across the country in six cities % "angalore, -elhi, 'umbai, Patna, .agpur and 3ucknow. $he 'umbai license was secured for s /< crores. 5$A !ndias radio division would adio (ity provide or take charge of advertisement sales, marketing and programming. aims to reach out to listeners across demographic barriers.

Target audience
adio (ity is not looking at any particular segment to target, and is trying to create a brand name. $he idea is to create the brand and then to move on to specific target programming. adio (itys market strategy is backed up by six months of intensive research in "angalore. !ntensive research is being carried out to ascertain demographic profiles of radio listeners, so as to enable more targeted programming in the future.

The @ P1s
(roduct: &or listeners ) 'usic, information, a portfolio of entertainment programming 1B a day, in mix of 0indi and ,nglish &or corporate and retailers6 ) $he airtime. (lace: !ntensive Fall over "ombayH also, 5elective in the sense that it has set up radio stations across the country in six cities ) "angalore, -elhi, 'umbai, Patna, .agpur and 3ucknow. (rice: Advertisement rates (ro)otion6 adio city is one of the top 7 stations in the city. $his is thanks to its promotions, a perfect blend of ,nglish and 0indi music, teamed up with professional, vivacious 2s. +n the promotion front, the channel undertook huge promotion campaign in the initial stages of its launch. /. $he $elevision 9fun ka do%e har ro%: ad campaign. 1. 0oardings all over the city. $he channel is into sponsoring events especially college festival around "ombay city. hours

=>

Advertising with Radio City

adio (ity also hopes to provide an effective advertisement medium. $his is to fulfill the aspirations of national advertisers seeking vast local reach as well as to local advertisers to access an organi%ed medium for projecting their products and services. adio (ity has managed to attract advertisements, from small local stores as well as big brands like $anish4, !"' and 033. 5tar !ndia is in)charge of providing the content, besides advertising, sales and marketing support. adio (ity will have a four)hour slot in its 1B)hour broadcast for advertisement, breaking to a /<)minute projection in every hourGs programmed. the world average of /< per cent. .ational advertisers are all familiar with the concept of advertising. $he retail market, on the other hand, involves one)on)one sales and education as to how advertising will help the brand. 5o they talk to them about radio, probably create a radio spot, make them listen to it, tell them this is how the brand will sound when on radio. $he process is pretty lengthy. "ecause 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, it is a 4uestion of marketing a new medium and educating people about it rather than having to explain the concept of advertising per se. 0ence, the success rate with national advertisers is a lot higher than in the case of retail advertisers. adio city is trying to drive the market by encouraging the ad spends on radio to increase from two per cent to

CO DA?-9#ME

E<

G+ >1.= &' was launched on /<th 'ay1<<1 by mid day group. $he wonderful world of Go >1.= &', 9$he 5ound of 'umbai: from 'id -ay multimedia limited, trailbla%ing media company. adio 'idday seem to have found a niche for themselves and clearly positioned themselves as Gthe ,nglish (hannel with a localD!ndian imageG. $herefore, a focus on international artists popular in !ndia. .ot to say that big !ndian artists with big fame do not feature in their mix. 5o if the advertiser wants to target a niche population with a fastidious ear for ,nglish music you know where to be8 !t delivers the best international chart topping hits and the most with S it bollywood sounds, belting out the best hits non stop 1B hours a day. !t does not only concentrate on 0indi or ,nglish but emphasi%es on the attractive blend of both the world.

Target "udience:
'id)-ayGs Go >1.= &' now targets only the socio economic category F5,(H A and "/, target audience is young, and more westerni%ed. !t primarily plays ,nglish music. $hey are clear on their strategy and have already started catering to a certain set of audience that is mature, white)collar and upwardly mobile. Providing an attractive blend of =<6=< 0indi N ,nglish programmes, the channel targets the age group of /= to B= year old, educated, white collar executive whose needs are clearly ,nglish music and programming. Go>1.= &' targets the upscale 'umbaikars, (orporate aiming to serve the cream class of 'umbai can select go>1.=fm as a part of their communication programme.

The @ P1s
(roduct: &or listeners6 the station is focusing on music of course, along with sports, entertainment and business, with a heavy local flavor, to get an edge. &or corporate and retailers6 $he airtime E/

(lace: !ntensive in "ombay and exclusive because it does not have a presence in any other city. (rice: Advertisement rates F efer to annexuresH (ro)otion6 its presence is made known through hoardings, displays at traffic signals etc. Go is a youth)centric station and they felt that better way to make their presence better to partner with college festivals

Mar0eting initiatives
Go >1.= has in fact re)christened itself as 'umbais (ollege adio station. !n complete

tandem with the festivities, the station had also launched a /7)week (ollege adio hunt some time back, which was presented by (olgate &resh ,nergy Gel. #herein auditions would be held for potential talent and the finalists would then be exposed to in house training sessions, which would e4uip them with the capabilities of hosting radio programmes of their own.

"dvertisements !ith CO A?-9#M

G+ >1.=, indulge in experimental big stuff. $here are two effects of this kind of the new programming. &irst, when the client presents the germ of an idea, their immediate reaction is Ryes. $hen they figure out how do they juggle it, how theyll fit it in and this programming mantra helps them in that. $hat ways they try to be the preferred destination when an existing client wants to sponsor an event or a radio property. 5econd, there are many new clients that will come in, especially with the coming in of the //)1 afternoon slot. At that time, they can have consumer durables on the channel. .ot just a 3G (-'A but a 3G refrigerator and A( can also be advertised. 5o, it is a double positive impact on advertisers. ><A of their advertisers are the large tickets. $hat is by virtue of the audience profile that Go are bringing. $hey have retailers also. $hey have a classified section on

E1

the station called 'umbai ba%aar. "ut those are basically the advertisers who are very keen to be on the station. $here has been a si%eable increase in channel spends on Go >1.= and they have had the majority of the revenue coming in from niche ,nglish channels such as 5tar 'ovies, 5tar #orld, Oee ,nglish, Oee 'G', AV. and -iscovery. A few big 0indi properties such as Awaa% and 2eena !si Ta .aam 0ain have been promoted extensively as well. $he top advertisers on Go >1.= in 5eptember 1<<7 were (oca (ola, 'ax .ew Jork 3ife, $ata A!G, Asian Paints, (olgate, +range, Telloggs, -iscovery, "P3 'obile, (adbury, 'c-onald, Alitalia airways, $imex watches, 033, 5$A network that is star world and movies, 5ony ,ntertainment $;, Oee $; and $ata !ndicom. +ther advertisers are $ata 'otors, "a%ee.com. Go does not plan to hike rates because they are looking at consolidating at the current rates and also trying to minimi%e the discounts they give to our clients on the rate card. $he station is seeing a =<)E< per cent 4uarter on 4uarter growth. -uring the first half of 1<<7)<B, the station has garnered total revenues of s /.7E crore.

E7

RE) DAF-9#ME
9 ed is in your 0ead:, screams the advertisement of $he much)awaited ed &', the 1B)hour &' radio channel from the 3iving 'edia stable. ed &' on >7.= '0% hit the airwaves in ,'umbai first on 2une 1E, 1<<1, followed by -elhi and Tolkata. -escribed, as a bright, energetic and passionate Apparently, &' has spent close to additional s /@.?@ crores as license fees for the three

centers of -elhi, 'umbai and Tolkata for the first year. An s 1< crores has been invested on infrastructure etc in these three cities. And in the second phase, ed &' may not be modest but it is certainly witty, reliable, friendly, warm, uncomplicated and honest. $he Rtake aways are plenty S everything that the station says and does is of relevance to its listeners.

Target "udience
>7.= ed &' caters to 1=)plus age group. "ecause it is more a mature audience. $hey changes everything in terms of how we play music and the 2s we have according to this target group

The @ P1s
(roduct: &or listeners6 $he programming mix has non)stop music interspersed with bu%% on everything current. &or corporates and retailers6 the airtime (lace: !ntensive in 'umbai and selective all over the country because it has other stations in -elhi and Tolkatta. ed &'s Rcrisp and Rentertaining updates on traffic, weather, city)specific events and the latest

EB

(rice: advertisement rates. F efer to annexuresH (ro)otion: ed &m is affiliated with some clubs and pubs, which promote the station.

Also it has a tie up with shopping malls like crossroads and RGroove a music store. $hey have /<< hoardings all over 'umbai city. 'oreover, innovative methods like painting -ouble -ecker busesL trains etc have also been adopted.

Mar0eting initiatives
!t stays connected with youth by being in touch with the committees of various colleges in order to collaborate with them on internal festivals. ,very committee hosts its own festival and ed has been in touch with committees from 2ai 0ind, T(, 0 and nearly every other college in .orth 'umbai. #ith in a few days of launching, they carried a -2 live on turntables from their studios. ecently, for the first time in !ndia, they went on air live from a night club like ;elocity and received a huge response from the listeners.

"dvertisement
ed &m does not go to sell radio spots but works like a consultant with the client. "ased on the need of the advertiser, they suggest the best ways of achieving the objective. 5o if a retailer wants to announce his sale and he does not have a big budget, their job is to suggest that instead of a 7< second spot, play a /< second spot through the day. ,ndorsing advertising on ,- is not just about buying spots, but is a total experience, tailored to the customers needs. ed is also focusing, towards the influence of one station with the other, use their strengths and improve co)ordination between the three stationsL this is an important task in terms of helping the advertiser. eds current advertisers profile includes both retail clients and corporates, they form a healthy percentage of advertisers. $hey have other high profiled clients like 5ony

E=

,ntertainment, Oee, 3G, (oke, 0utch, !dea, 0$, !(!(! Prudential, 5tate "ank of !ndia, 'etlife, Totak 'ahindra and -abur among others. ed &' was launched six months lateL and therefore they faced a major drawback in terms of losing out on a number of corporates. 0owever, none of them have refused to consider them in their media planL the shortcoming is only in terms of delay, as they had already free%eed their media budget for the year. $hey normally charge around s. B,<<<D) and the rates might increase or decrease depending upon the need of the advertisers, length of the commercial. $heir revenue only from "ombay is more than two crore. $he normal jingle length is /< seconds and again here rates will differ on the basis of the sound effects, music, background conversation, face)to)face conversation. $hey 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, then the client has to pay substantial amount of money to radio station because if they produce a jingle that is their assets. $hey take /<< A money in advance from the direct client. And from the non) accredited ad agency. $he do give some discounts to the accredited ad agency. $here are several 4uestions that ,- &' identifies before making a time)band

suggestion. !s it a womens product* !s it male)oriented* !s it a retailer* !f it is a retailer, they could slot it in the //SE time band when people are going to the market or when a housewife might be listening to the radio while cooking. !f there were a programme on beauty tips, we would advise a cosmetics brand to advertise on that programmeL similarly, if there were a cookery show, there would be food)related brands advertising on it. &or male dominated products, they would advise the drive time hours or the late night showL surveys reveal that a number of men like tuning in to radio just before sleeping.

EE

R")IO MIR$(I DA>-F#ME

adio 'irchi belonging to the $imes of !ndia Group is in an enviable position to encash into a monopoly the /<)year license period for &' radio in the /1 cities it won. adio 'irchi has landed this gift indirectly from eliance and Oee who chickened out of the &' radio business after instigating a bidding war resulting in unviable and exorbitant license fees F s. > crores annual fees for 'umbaiH. +n April 17, 1<<1, the adio 'irchi private &' station, owned by ,ntertainment .etwork F!ndiaH 3td, a wholly)owned subsidiary of $he $imes Group, debuted in 'umbai, on >?.7 &'. adio 'irchi is now present in seven !ndian cities and is the only company with private &' radio stations in all four metropolitan cities of -elhi, 'umbai, (hennai and Tolkata. they are also the only private &' radio broadcaster in the cities of Ahmedabad, !ndore and Pune. As the punch line says, Git is hot.G $hey have a very clearly defined position ) they are a contemporary hit radio station, and their $arget is around /? to 7= ) 5,( A and " and in that too mainly youth and housewives. $his segment addresses about /1 lakh listeners

E@

The @ P1s
(roduct: &or listeners6 ><A of the music played on ' is 0indi and contemporary ,nglish hits are played keeping in mind the tastes of their $G. 5ince radio is a free to air medium, which reaches the lower end of the audience spectrum, prime lingo and having a wide audience appeal.. &or corporates and retailers6 the airtime (lace: intensive in 'umbai and selective all over the country since it is established in cities like Tolkatta, -elhi, (hennai. (rice: $he advertisement rates. F efer to annexureH (ro)otion: $he marketing strategy of adio 'irchi revolves around two crucial pegs S create hype around the name adio 'irchi, plug adio 'irchi through the other media that $he $imes Group owns.it also does a lot of tie)ups and contests for the consumers ' later made a conscious decision to go 0indi. 0ence it 4uickly became a mass channel with 0inglish being its

Mar0eting strategies
adio mirchi has also tied up with various shopping malls, retail showrooms, pubs for continuous advertisement of their channel to make people aware of the temptations given by the channels to them. adio mirchi has two main objectives behind doing an extensive marketing which are) $o create the $op of the 'ind recall in the relevant $arget Audience. (onnect with the growing adio listening population in 'umbai. A very large factor that contributed towards the establishing the brand of A-!+ '! (0! was its catchy slogan 9its hot:. 0owever the slogan by itself was incomplete without the voices that accompanied it. (,3," !$!,5 and film stars that repeated every so often 9hi !m )))))))) !m hot and !m adio 'irchi88: big names that generated curiosity and excitement and compelled the listener to refrain from flipping the dial.

E?

"dvertising
adio 'irchi charges the highest rate of s 1,<<< for a /<)second slot, the rest of the &' channels charge anything between s /,<<< and s /,=<< for a /<)second slot. adio 'irchi gives B= lakhs weekly listeners as per adar study. $here is an

average listenership of B= minutes per day on the station. $he rates are so reasonable that advertisers can afford /< or /= spots a day and run the campaign for /= days or three weeks at a fraction of the cost that you will incur in print or $elevision. $here are about more than 7<< advertisers on 'irchi. $oday it is fashionable to be on radio. adio mirchi sells independently and does not offer any print package deal even though they belong to $imes Group S they are an independent company. 'ost of the national advertisers on radio mirchi today want to buy all the stations on air. 5o they have package deals for them also. $here is very little retail advertising on radio. !n !ndore more than half of 'irchi revenue comes from retail. !n Ahmedabad and Pune it is probably about 1= to B<A of the business. "ut in 'umbai it is at /<A. (urrently radio mirchi has hiked their prices because they know that adio 'irchi today is one of the best radio channels and they offer value to the advertisers who spend on their station. #hile all the other stations offer more slots and run ads for over /= minutes, they offer ten minutes per hour on adio 'irchi. $here is huge inventory pressure on them and therefore they had to increase the ad rates. (urrently, on an average, there are /1= to /@= brands advertising on adio 'irchi. !n most cases, stations offer discounts on what is on their rate cards. +n an average, across the five stations, the effective ad rate going for a ten second spot would be anywhere between s /<<< to s 1<<<. (lients buy effective rates and they buy a combination of spots like prime time, non prime time and the likes.

E>

!' " conducts research for radio mirchi which is after every /= days to know exactly what the listeners actually want to lend their ears to. 0ence, accordingly, they have implemented the changes in the time slots of the different shows on air. 5o when the advertisers wants to advertise on radio, radio mirchi can provide them with the more information and help them to decide on the time slots and fre4uency etcK According to the study conducted6) 'irchi delivers highest number in terms of listenership among 0ousewives and working men. adio 'irchi delivers highest number in terms of listenership among the 3istening student population. adio 'irchi emerges up as the .o. / channel and delivers high numbers with -aily listenership at 1B.E7 lacs. adio

#uture Plans:%
adio 'irchi is looking radio !ndustry from the long term point of view. $hey are interested in some of the bigger cities for instance, "angalore, 0yderabad, definitely (oimbatore, (handigarh, 3udhiana, 3ucknow and Tanpur. $hat will still take us to about /= fre4uencies. "ut this country can have =,<<< radio stations. 'irchi would eventually look at having a presence in every nook and corner of this country, which means going into the smaller towns.

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$ase Study On "irtel

Airtel, !ndias leading cellular operator in the private sector. +perating in more than 17 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 !ndia. !ts major competitors are orange and .!.' and various other providers. Airtel is creating an attitude of being people friendly and thus gaining huge share in the market. 0owever 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. #ith increasing competition airtel is now going in for more of radio advertising as against the television . the reason being the huge radio boom with the large number of customers tuning into radio more often than ever. 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. Promotional strategies adopted by Airtel through radio6 uff Cff 'irchi8 0ai 0ai 'irchi8 Airtel is now the first G5' service provider to tie up with a radio channel for the users benefit. $he radio channel in 4uestion happens to be adio 'irchi. $o avail this innovative tie)up, the users need to dial EBE from their Airtel enabled mobile handsets. $hey can then listen to some popular programmes of the channel like, 'irchi 'ovie of the 'onth, "appi)da -a Gyan, 'r. 0otpot (rackpot, -evdas ) the Asli "atliboi and -ing -ong ) 'ona 5ing a 5ong.

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Pre)paid and post)paid customers of Air$el can access this service. &or this, users have to pay a ;alue Added 5ervice F;A5H rate of subscription charges. ecently, there has been an increasing demand of listening to &' channels through mobile handsets. .okia first introduced &' enabled phones, where users can listen to any &' channel through their handsets. AirtelGs tie)up allows users to listen to one channel only. Among (-'A service providers, through the handsets, users can listen to songs. &or a long time now, radios have offered services to its users free of cost. #ith regard to this particular trend, it does become 4uite doubtful as to how long AirtelGs Gmirchi effectG will last with the charge rates as high as s.E per minute. Airtel ) radio ad jingles 9$C' T+ -,T0 $, 0!. , (0A G, 0CA O!.-AG!, TA"0! 3!.T!.G +A- , TA"0! P,--A +A- , TA"0! ',, A +A- , TA"0! AA ,J +A- , -,50 "0A 'A!. ,)(0A G, TA0!. "0!, AA!5! AOA-! AC TA0A..: 2ingle made by airtel basically targets its own customers by saying that wherever they go they will be able to avail of airtel services anywhere. And would also be convenient for its customers to recharge their mobile phones in these centers. $his all shows about their care for their customers. #orld of eliance s.E per minute with no extra

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ecommendations
$he vibrant voices airing music shows on twenty odd private &' radio stations in major cities do not reflect the viability worries and restrictions that haunt this industry. $he basic problem in the adio space in !ndia is the excessive Government control and regulation. !n order to let the industry to grow the government needs to give it some space. $hough the 5upreme (ourt decision in />>= declaring airwaves as public property led to the entry of a number entrants challenging the monopoly of All !ndia adio, nothing much changed as regards to government control. $he government charged a very heavy license fee for entering the market, did not allow broadcast of news and current events nor was there a scope of a foreign player entering the !ndian market. +ne way to get over the license fee crisis in the radio broadcasting industry is for the government to drop the &idding<driven ,rocess #or setting radio license fees because it is this system that leads to the viability crisis. $hey should in fact, as recommended by the $ A!, go in for a system more prevalent worldwide ) revenue sharing. Cnder this system, stations will pay the government a certain A of their gross revenue every year.

$he Government should revie4 its &an on ,rivate stations airing ne4s and current a##airs, currently a monopoly with All !ndia adio. $his could attract potential listeners on the move who want their daily share of the happenings around the world. "ut with the government citing national security as the reason for not doing so leaves little hope of this happening, atleast in the near future. + llo4ing #oreign ,layers to enter the ?ndian )ar5et could also spell a boon for the !ndian company gain from the expertise and superior technology of the foreign player. $he consumer will also benefit as the industry can now tap into a larger basket Fthe foreign playersH for greater variety.

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$onclusion
adio has many natural advantages that make it an excellent choice for an advertising medium. $hese advantages include high amount of time spent listening, superior target ability, superior listener loyalty, ad recall and message retention, and much more which can be attributed to the Rlow cost of ownership feature of A-!+ as a medium. (onsumers spend ?=A of their time with ear)oriented media, such as adio, but spend only /=A of their time with such eye)oriented media as newspapers and maga%ines. Jet advertisers spend ==A of their money on eye media FprintH and only B=A of their money on ear media such as adio and television. adioGs share in the total advertising budgets of companies is likely to grow from 1 per cent to = per cent in the next three years, with an expected growth rate of about /< to /1 per cent every year. !n fact, the fortunes of radio advertising are likely to change with the advent of private players like 5tar !ndia, "ennett (oleman N (o, 3iving 'edia, 'id -ay etc. $he opening of the &' market is a new phenomenon and the maturing of the market will take its own evolutionary path. !nterestingly, the private &' players have a huge opportunity in grabbing a bigger chunk of the radio advertising pie as, despite All !ndia adioGs enormous reach F>@ per cent of the populationH, its revenues have declined. !n such a scenario, 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, greater reach may not necessarily translate into a marketing advantage. Cltimately content and packaging will be the king. 0owever, what will spell out the difference between success and failure will be neither si%e nor niche. !t would be just plain old 4uality of programming and the

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explosion of contests and sweepstakes offered by the adio 5tations currently. +ne aping the other is an honest testimonial to justify this statement. !n the end adio offers tremendous opportunities for advertisers and media

planners need to explore various options by which they can effectively use radio in their media mix. (onversely, broadcasters need to develop the market by being more responsive to the advertiserGs needs. $his will provide an opportunity for the market to arrive at the final verdict on the effectiveness of the medium.

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"nnexures Radio $ity % +ational Rate $ard

3D Secs s,ot &uy rates Ein Rs.9 Programme category <@6<< ) //6<< adio active /@6<< ) 1<6<< //6<< ) /@6<< 1<6<< ) 116<< 116<< ) <<6<< ound the clock adio 'ix adio 'aster "laster adio Ga Ga Mumbai ?<<< E<<< E<<< B<<< )elhi ?<<< E<<< E<<< B<<< Banglore =<<< B=<< B<<< 1=<< *uc0no! B<<< 7<<< 7<<< 1<<<

$erms and conditions6) 'inimum acceptable radio spotD commercial duration will be /< seconds. !n 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. $o ensure proper and timely release of the spots, release orders should be given to '"P3 through 5tar !ndia Pvt. 3td. At least 1 weeks prior to the date of airing of the first spot. All bookings are subject to availability at the time of booking. $he agencyDadvertiser must provide -A$5 at least fifteen days prior to first spot airing date. $he sponsorship material must be sent four weeks prior to start date of the sponsorship of any programme. All invoices should be settled by the advertisersDagency within 7< days from the date of the receipt of invoice. +thersK

RE) #M
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ed fm is currently operating in 'umbai, -elhi and Tolkotta, under the brand name >7.= ,- &', Asli 'asti. +ur rate card per /< secondsF/ unitH of airtime is as listen as below6 Individual $ity Rates SPT 1B<< 1B<< /?<<

$ity 'umbai -elhi Tolkotta

Prime /?<< /?<< /1<<

+PTBROS /1<< /1<< E<<

Su&er Prime Time:

'ornings ?6<< a.m. to /<6<< a.m. ,venings E6<< p.m. to ?6<< p.m.

Prime Time:
'orning @6<< a.m. to ?6<< a.m. 'orning /<6<< a.m. to //6<< a.m. ,venings =6<< p.m. to E6<< p.m. ,venings ?6<< p.m. to >6<< p.m.

S&onsored Sho!s:
5uper Prime $ime W 1= A premium

Radio mirchi rate card

@@

)ay Parts H a-m : > a-m > a-m : 5? a-m

Time Band )elhi Mumbai $hennai #amily #amily B)rive 988 >98 988 698 ?98 ??8 ?68 5@9

ol0ata "hmedabad Pune ??8 ?68 5@9 5H8 ?59 5F8 5H8 ?59 5F8

5? a-m % 9 &-m (ouse!i'e B ?68 Traders B Iouth 9 &-m : 58 &-m 58 &-m : H a-m )rive BPO1s B Iouth B )rive 998 ?68

@88 ?98

??8 5@9

??8 5@9

5H8 5F8

5H8 5F8

Minimum jingle length

$he minimum jingle duration will be considered as /< sec. +ver /< seconds, jingle length would be counted in multiples of = seconds. ,.g. A 17 second jingle would be billed as 1= seconds

Gingle &roduction charges $entres 'umbai -elhi (hennai Tolkata Ahmedabad Pune Gingle cost s./<,<<< s./<,<<< s. @,<<< s. @,<<< s. =,<<< s. =,<<<

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Time 07001100 hrs

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday #ig #run$h (0%001&00 hrs) T-Man Rate 1&!0"Sunday Midday Sho( (1&001)00 hrs) Ra*i Rate 1000"Mumbai Matinee (1)001%00 hrs) Tra*e, Guy Rate 1000"Mumbai To3 &0 (1%00&100 hrs) 4nnie Rate 1&!0"-

Good Morning Mumbai (GMM) Jaggu & Taranna Rate 1!00"-

11001'00 hrs

The Midday Sho( Shruti Rate 1000"-

1'001%00 hrs 17001%00 hrs

+o,,ege Radio -adir .range Re/uest 0our Rate 1&!0"-

1%00&100 hrs

0orn .1 2,ease Ma,ini Rate 1!00"-

&1000000 hrs

-ightShi5t G,enn Rate 1&!0"-

#a$ardi #ree6er 7i*id -ights Ma,ini Rate 1&!0"9i*e :J Set Sandy Rate 7!0"-

-ineties on 8&! +hris Rate 1&!0"-

00000100 hrs

Midnight Shi5t Rate 7!0"-

Midnight Shi5t Rate 7!0"-

;4,, rates are 3er 10 se$onds o5 airtime Su3er 2rime Time #and (0%00hrs-1000hrs) and (1%00hrs-&000hrs) ;S2T# (i,, attra$t a !0< 3remium on $ard rates=

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A5out 6s

24x7 unique entertainment from a highly advan ed and !tate"of"the"art radio #road a!t te hnology. $he %o.1 radio !tation in term! of !hare in all &eo&le' 12 yr! and a#ove' a ording to (adio )udien e *ea!urement +()*, !urvey $he #e!t re&ertoire of (-!' in luding (-! li.e (ohit' )vi/it' %andini' 0oyel' 1iya' -oy' $anya' 2oumya' 2nigdha et ' 3ho not only have numerou! fan! #ut al!o have the dou#le a hievement of #eing leader! in their day &art!

$he fir!t fully formatted 4ontem&orary 5it! (adio +45(, !tation6 it only &lay! the 7engali and 5indi !u&erhit!' !ele ted u!ing 1igital *u!i $e!ting +1*$, that te!t! over 600 !ong! every quarter6 thi! .ee&! ()189 58:5 92.7 ;* !ounding fre!h a! ever<

)3arded =$5> 7>2$ (>:89%)? ;* 45)%%>? 9; @>2$ 7>%:)?A #y 7)%:?) 2)%:>>$ B()45)( 2)*8$8 *u!i i! the foundation of ()189 58:5 92.7 ;*C! !u e!!. 8tC! li.e a

24x7 =hot 3aterA ta&' turn it on and you .no3 3hat to ex&e t.

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RA1IO 7I07 %2.# )M &oi!ed to

reate hi!tory 3ith it! &an %orth 7engal

&re!en e' !&anning a ro!! all the di!tri t! in luding 1ar/eeling' -al&aiguri and 4oo h#ehar and &art! of 2i..im to rea h over three million &eo&le. $he om&any ha! ta.en ;* radio a! a medium of entertainment not only to the .ey to3n! in %orth 7engal #ut al!o to virgin mar.et! that have never #efore ex&erien ed thi! medium of entertainment. RA1IO 7I07 %2.# )M ha! the a&a ity to tou h every fourth &er!on in thi! &art of the ountry and every third ur#an &o&ula e. 8n !hort' ()189 58:5 92.7 ;* ha! the large!t overage from any &rivate radio hannel in %orth 7engal. $o addre!! the om&etitive nature of (adio a! a medium and to en!ure the !tation !tand! out from the lutter6 ()189 58:5 92.7 ;* ha! underta.en exten!ive re!ear h and in"de&th analy!i! of the li.e! and di!li.e! of the li!tener! #efore &utting together it! innovative &rogram!. Dnique )uditorium *u!i $e!t! +)*$E!, have #een ondu ted a ro!! the region and over 1000 !ong! run &a!t the !am&le audien e! to verify #oth lo al flavor and ity" onne t. 7a!ed on the!e finding!' the !tation air! all time hit and !till hot favourite 7engali tune!' 3hi h are ex lu!ively heard only on ()189 58:5 92.7 ;*. $he!e mu!i &layed !&an era! and genre! !o that it a&&eal! to all and !undry. 8n #lind te!t! ondu ted among different audien e !egment!' the mu!i mix of ()189 58:5 92.7 ;* 3a! &referred over that of other exi!ting ;* !tation! in and around 2iliguri. RA1IO 7I07 %2.# )M i! %orth 7engalC! fa!te!t gro3ing radio !tation. 9ne of the fir!t !tation! to go on"air from 2iliguri it #egan &o!itioning it!elf a! an effe tive medium for re!urre ting 7engali mu!i of ye!teryear!' 3hi h had !u e!!ful 45( +4ontem&orary 5it (adio, and are !till !o endeared and li!tened 3ith Feal. ()189 58:5 92.7 ;* ha! #een more than !u i! &o&ularly a laimed a! =)l3ay! hit haiA. e!!ful in reating and molding the mu!i al !en!e and li!tening &attern in 2iliguri' -al&aiguri and 4oo h#ehar a!

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Toda+8 RA1IO 7I07 %2.# )M i! 3idely a&&re iated a! =Dttarer gaan' uttarer &ranA that i! ingrained in it! &rogramming &hilo!o&hy and di!&layed #y it! (-C!. 8t ha! emerged a! the G2tation for >x&re!!ionC for the ommon man. $he !tation further !trengthen! thi! #rand attitude #y utiliFing innovative and novel media to rea h out to it! li!tener! at variou! tou h &oint! in their daily live!. $he tremendou! !u e!! of ()189 58:5 92.7 ;* and the a olade! 3on #y the

!tation !tand! te!timony to it! huge &o&ularity. ()189 58:5 92.7 ;* i! learly on!olidating a! the %o.1 radio !tation in 2iliguri #a!ed on the ()* re!ear h. 7e!ide! innovative and fre!h have #een !ele ted after a ontent' ()189 58:5 92.7 ;* ha! lined u& a areful and !ele tive hunt. 0ey &rogramme! are ele#ritie! intera t 3ith the li!tener! in their

!tunning array of (-E! 3ho are the voi e and &er!onality of the hannel. $he (-E! ho!ted #y &er!onalitie! li.e (ohit' )vi/it' %andini' 0oyel' 1iya' -oy' $anya' 2oumya' 2nigdha et . $he!e language6 a! they !hare their emotion!' on a daily #a!i!' adding to the a!&irational a&&eal of the !tation. 8n addition to thi!' ()189 58:5 92.7 ;* al!o ha! a unique !&iritual &rogramme ho!ted in the morning #y )lo.e. )nd for the humor quotient' )#hinav and Bu!h.ar ti .le the li!tener!E funny #one. RA1IO 7I07 %2.# )M not only entertain! #ut al!o inform! and em&o3er! the li!tener 3ith utilitie! that one may ta.e for granted. $he !tation ha! de!igned utilitie! !u h a! traffi and 3eather u&date! along 3ith time he .! and health ti&! to hel& o&timiFe the li!tenerE! time management and health. )nother im&ortant ontent !trategy of the 2tation i! H) .no3ledgement of lo al heroe! in our 2o ietyH. ()189 58:5 92.7 ;* aim! to honor the de!erving ommon man 3ho 3or.! relentle!!ly and voluntarily for the #etterment of !o iety. $he 9n")ir ontent revolve! around the #e!t of the 3orld of 7engal and

7olly3ood. $he &romi!e on ()189 58:5 92.7 ;* i! that every !ong i! a

?1

!u&erhit. )ll the mu!i i! re!ear hed to deliver on thi! &romi!e. @ith the #e!t talent in (adio in %orth 7engal' ()189 58:5 92.7 ;* i! !etting the #en hmar.! in the indu!try. Our Vision is to 5e a leadin9 -ort' (en9al4*entri*4media *ompan+ 5+ deli&erin9 uni:ue audien*es t'rou9' media &e'i*les li;e )M radio8 e&ent mana9ement and out4of4'ome media. @e have the follo3ing om&etitive !trength! in our #u!ine!!I

?arge!t o&erating net3or. highe!t li!tner!hi& among &rivate ;* radio #road a!ter! in our at hment area @e have a tra . re ord of develo&ing reative and innovative ontent and &rogramming format!' 3hi h ha! hel&ed u! ex&and our #a!e of li!tener! and adverti!er!.

Broven a#ility to !u

e!!fully o&erate in diver!e mar.et!

@e adverti!e and &romote the #rand through variou! media &latform! in luding &rint and out"of"home media. 9ur on"ground event! and on"air &romotion! have al!o hel&ed enhan e the re ognition of ()189 58:5 92.7 ;* #rand

@e fo u! on under!tanding the need! of our adverti!er! and adverti!ing agen ie! to offer o&&ortunitie! u!tomiFed adverti!ing &a .age! and mar.eting

@e intend to maintain and enhan e the leader!hi& &o!ition of our radio !tation through ontinuou! innovation' fo u!ed mar.eting' inten!ive #rand #uilding and ex&loiting the intera tive nature of ;* radio

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Wee1,y 2rogram
Program Time )ay (ost

Good 'orning 5iliguri 0igh 2unction $umi Asbe "ole Oara hatke 0igh -rive Good 'orning 5iliguri 0igh (afe 0eseler tuki taki 3ets go &ully funtoosh ,vergreen (ountdown 0igh Party .ight Good 'orning 5iliguri !chhe -ana 5unday Te &unday .ot -ecided ,vergreen (ountdown

6 @)/< a.m. 6 /<)/ p.m. 6 /)B a.m. 6 B)@ p.m. 6 @)/< p.m. 6 @)/< p.m. 6 /<)/ p.m. 6 /)7 p.m. 6 7)= p.m. 6 =)@ p.m. 6 @)> p.m 6 >)/1 mid 6 @)/< a.m. /<a.m.) 6 /p.m. 6 /)Bp.m. 6 .ot -ecide 6 @)>p.m.

6 'on)&ri 6 6 'on)sun 6 6 'on)&ri 6 6 'on)&ri 6 6 'on)&ri 6 6 5at 6 6 5at 6 6 5at 6 6 5at 6 6 5un 6 6 5at 6 6 5at 6 5un 6 5un 6 5un 6 5un 6 5un

Abhijeet .andini 5rija Preet 2oy Abhijeet Gunjan 5rija Aaranya Alberts N Pintos Priya N Probal "ack to "ack Party 6 5ongs 6 Abhijeet 6 2eena 6 Aranya 6 .ot -ecide 6 Priya N Probal

?B

3&ents

?=

"mit Paul +ight

$osmos

?E

Shubho Bibaho

"ir

?@

Ro0er<

Medical

??

$ancer

)i!ali Exhibition

?>

+)B$

Polc0em

><

Samba #ever

Ta Ta Thai Thai

>/

TeacherJs )ay Silguri $ollege

$am&us

i Shaan%/omens $ollege

>1

$am&us

i Shaan%Siliguri $ollege

$am&us

i Shaan% uresong $ollege

>7

+achi0eta +ight

>B

Bibliogra&hy
#hile working on this project ! visited some of the radio stations and they gave me some information 0owever to support the same ! have done some most of the research work from the following text books6 $he advertising handbook by -ell -ennison -irect 'arketing 'anagement by 'ary 3ou obert and Paul "erger.

.ewspapers and 'aga%ines $imes of !ndia ,conomics $imes "usiness 5tandard &inancial ,xpress

;arious websites were also visited such as, www.allindiaradio.org www.radiomirchi.com www.star.co.in www.go>1=fm.com www.rab.co.uk www.exchangeBmedia.com www.agencyfa4s.com www.timesofindia.com www.hinduonnet.com www.economicstimes.com

>=

www.indiatoday.com

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