RADIO ADVERTISING 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. Radio is entirely a medium of sound, which evokes smells, sensations and visual images which brings the listeners imaginations into play radio advertising is one of the tools of advertising which is effectively used for communication and positioning. It is one of the foundations for effective and successful advertising. Radio can be used effectively for advertisement since it can target the large audience because of its high reach. Radio is good at increasing awareness about the brand and business and helping in building the brand image.

Radio advertising needs to do perform three things: - grab the attention of the listeners in less than 3 seconds - make an offer - give the listener all the information to act on the offer.

Radio advertising is relatively low cost targeting to all the people irrespective of SEC A, B or C. it is one of the most intimate and involving of all media it is great for conveying immediacy i.e. grand openings, sales, promotions and special events at local and national level. This survey will be useful for Advertising Avenues to know which would be the most effective radio channel for placing advertisement and the best time slot for the advertisement based on the listening habits, the perceptions and the preferences of radio listeners. This research would also help to determine whether radio is an effective medium for advertising products, which would help to determine if more efforts need to be focused on radio as a medium. The survey would also be useful to help you to know which areas you should concentrate your advertising efforts and save the cost.

RADIO ADVERTISING
The Project included structured questionnaire to help determine the listening habits of the people on FM Radio and also Personal Interview with Sales Manager of all four FM Radio channels, content analysis of all four radio.

The FM Channels that the advertisers need to focus their advertising efforts are Radio Mirchi and Go based on the target audience and analysis and to concentrate more efforts on afternoon time slot to target the youngsters Radio advertising is mostly suitable for the retailers at the local level. This medium is also suitable for the real estate developer, corporate, shopping malls, etc.

OBJECTIVE

Through this project my objective has been to understand the following To find out about the current scenario of the radio industry. The reasons for a stunted growth of the industry The various steps in radio advertisement Realizing the needs and wants of consumers and fulfilling them What are the various radio stations have to offer the masses.

RADIO ADVERTISING INTRODUCTION

Old media dont die! They just bounce back in new avatars. Not so long ago radio had been written off as fuddy-duddy, down market and not so cool. Television and later new media were touted to being the media of the future. But thanks to technology radio is making a comeback. In fact, in its new avatar-fm-radio is all set too become the hippest, coolest and most with -it medium. FM radio is a new entity altogether and has to deal with new market dynamics. Media 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 TV sets and make them tune into their radio sets. Its 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. The other challenge for radio in attracting advertisers is the nature of the medium-radio has always considered being a reminder medium. The involvement of listeners to radio is low, Vis a Vis television or print media. However in spite of the various challenges the emergence of private FM stations is certain to increase the quantum of radio advertising in the country , much like satellite channels did to the quantum of television advertising in the country. That should open up a vast new market of consumers-100 million Indian households own an estimated 150 million radios, outnumbering television sets 3:1. The geographical area covered by radio in India is as high as 98 percent and the penetration level is approximately 97 percent. But FM presently covers only 17 percent of the area and 21 % of the population of India through transmitters. Currently radio has just 2 percent of the 9000 crore Indian advertising market according to an Arthur Andersons survey. Globally depending on each country, radio has a 5 % to 12 % of the advertising cake. On the higher side are countries like the United States with 13 %, Canada with 12.7% and Spain with 9.1%. FM station executives are not forthcoming on multi-platform strategies as yet. Given that radio has penetrated into 100 million homes and a FM set costs around Rs. 3

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50/- FICCI estimates FMs share to revy up from the present 1.5 percent to 5 % in five years. While TV is a family medium, radio is personalized. Also advertising of certain product seems to work very well while some might not. For example, cellular phone service or auto related products would have a good impact when advertised on radio is primarily known as a drive time medium most people who turn in are doing so while commuting. Thus the potential if FM is better is bigger town, as the car population is much bigger. This 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 marginalized sections of society. With 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.

RADIO ADVERTISING RADIO OVERVIEW IN INDIA

The past couple of years have witnessed a flurry of activity in the radio sector. An industry that accounted for nearly Rs. 150 crores worth of advertising surely needs to be studied closer than ever before. The current situation of the radio industry is akin to that of the TV industry in the early and mid 1990s. Further, with the possibility of a revenue sharing regime being brought in by the Govt. and the sector getting liberalized further, we need to be prepared for a revolution that is staring at us in the face. With the FM stations giving the local press a run for its money, a need gap still existed as far as the monitoring and evaluation of ad spends on radio was concerned. Radio advertising is getting bolder by the day with carefully worded scripts, brilliantly executed situations, the right strategy etc. Though the quality of the commercials has gone up by notches, FMCG companies still continue to bank wholly on television. FMCG brands ought to wake up to this elementary fact, and be a lot more pro-active on the radio front. In light of the fact that in cities like Mumbai and Delhi, radio stations have a far greater reach than print, companies ought to partner with their respective agencies in executing well-strategized radio commercials. Radio is perhaps the most cost-effective and powerful means of communications. Studies indicate that instead of two commercials on television, one commercial on TV and the other on radio gives about a 20 per cent higher brand recall. Also, a television commercial, if put out exactly on radio, works very well as the listener can then visualize the whole ad Agencies and clients are busy evaluating the media and its various stations. And the station heads are busy putting together a veritable package for the listeners, the success of which may lie in differentiation. And if one were to cite reasons for differentiation as a key to success, one would arrive at a logical answer- that the listener would possibly dive in to a particular station only if he is sure of a particular flavor that the station has to offer time and again. This flavor can be a concoction of choice of music, RJs and packaging. And though the station managers may not agree, the radio stations in Mumbai today are sounding pretty much the same. Over the years, publications and TV channels have been using radio as a support medium, as a reminder medium, and as a means of building up frequency. With the 5

RADIO ADVERTISING
proliferation of private radio stations, one expects a definite increase in the usage of radio as a means of cross media marketing. This calls for some probing on our part to understand why the gush to market media brands on radio, what has been the learning over the years and with the private players entering, what would be the scenario in the days to come. Advertising drives revenues for a radio station. Therefore, it is of prime importance for the client to establish a market share or listenership. To create word of mouth you need to stay close to the listener, you need to have a relationship with the listener, and radio has that relationship. People choose to listen to their radio, you need to feel that youve got a conversation going on between the radio and the listeners; they should be able to feel that they talk back to their radio more than any other medium. Its a medium that talks to the consumers on their level, one-onone, so its always like a conversation, its like a dialogue medium, and this is why as soon as you start that dialogue your word of mouth propagation has started already. Mumbai has four private players Go 92.5 (Mid-Day Multimedia), Radio City (Star's joint venture), Radio Mirchi, and Red FM (Living Media) besides the two AIR FM players. In Mumbai, FM reach is estimated at 62 per cent. According to IMRB, reach is highest among students and working men; average daily listenership in households with FM access is 54 per cent, as compared with 85 per cent TV viewership. Time spent listening to radio is 105 minutes per day on an average, as compared to average daily TV viewership of 135 minutes. But the time spent listening to radio has increased, and there has also been a significant increase in ownership of music systems, 2-in-1s, and portable radios.

RADIO ADVERTISING BASIC TECHNICAL KNOWLEDGE:

Any radio setup has two parts: The transmitter The receiver The transmitter takes some sort of message (it could be the sound of someone's voice, pictures for a TV set, data for a radio modem or whatever), encodes it onto a sine wave and transmits it with radio waves. The receiver receives the radio waves and decodes the message from the sine wave it receives. Both the transmitter and receiver use antennas to radiate and capture the radio signal. When you listen to a radio station and the announcer says, "You are listening to 91.5 fm what the announcer means is that you are listening to a radio station broadcasting an fm radio signal at a frequency of 91.5 megahertz. Megahertz means "millions of cycles per second," so "91.5 megahertz" means that the transmitter at the radio station is operating at a frequency of 91,500,000 cycles per second. Your fm (frequency modulated) radio can tune in to that specific frequency and give you clear reception of that station. All fm radio stations transmit in a band of frequencies between 88 megahertz and 108 megahertz. This band of the radio spectrum is used for no other purpose but fm radio broadcasts. Common frequency band includes the following

AM radio - 535 kilohertz to 1.7 megahertz FM radio - 88 megahertz to 108 megahertz

AM radio has been around a lot longer than FM radio. The first radio broadcasts occurred in 1906 or so, and frequency allocation for AM radio occurred during the 1920s. In the 1920s, radio and electronic capabilities were fairly limited, hence the relatively low frequencies for AM radio. FM radio was invented by a man named Edwin Armstrong in order to make high-fidelity (and static-free) music broadcasting possible. He built the first station in 1939, but FM did not become really popular until the 1960s.

RADIO ADVERTISING ROYALTIES

FM is primarily a music channel, so the question of royalties is relevant. The Indian Protographic Record Society (IPRS) and Phonographic Performance (P) Ltd. (PPL) are supposed to hold all the rights of royalties. They are demanding Rs. 1,500 per hour (as against Rs. 100 per hour, at which they are supplying music to AIR), PPL is demanding a royalty of Rs. 250 per hour of needle time, the actual duration of a piece of music. The IPRS is demanding Rs. 100 per hour. The IPRS claims royalty for the original composers and authors of music.

COST - ASPECT
A Licencee pays Rs. 6000/- per hour. Add Rs. 1,500/- for the music. Add Rs. 3,000/- for the technology, salaries and other expenses. An hour long show thus costs Rs. 10,500.

10 - Minutes have been set aside for advertising. One minute is reserved out of 10 - minutes for social awareness advertising. Thus, advertising time available for sale is 9 - minutes. In other words, 18 advertisements each of 30 seconds can be accommodate in an hour.

This is the high target. Besides the tariff card should be modest, considering the limited range and listenership supposing a 30 - seconded costs Rs.500 at prime time for 18 such spots, the total revenue generated is Rs.9,000/- . Another estimate puts the production cost of an hour long programmed around Rs.6,000/-. Add Rs.6,000/- of the licensee fee to AIR. Studio hiring costs are between Rs.500 - Rs.1000 an hour. The total expenses are thus Rs.12,500 to Rs.13,000 per hour.

RADIO ADVERTISING RADIO ADVERTISING

Radio is still king when it comes to getting your music out there. The best way for a new band to get heard by the public -- and record label executions is over the airwaves. Many people will tell you that radio is king in the realm of music marketing: You'll never be a huge star without a radio hit; once you secure radio play, press and MTV will follow suit; a big tour will not be far off, etc. In many ways, this pattern holds true. However, it is worth noting that there are several examples of highly successful, longlasting artists, companies-- of all genres who have never had a radio hit. Companies that advertises on FM channels today such as Hindustan Lever (HLL), Dr Morepen, Amul, Castrol, Santro, Britannia, Parle, DSP Merrill Lynch etc are dominating the advertising on each one of the FM channels, be it Radio Mirchi, Win 94.6, Go 92.5 or Radio City. However Coca-Cola and other brands drunk by people of all ages would try to be present in most of the segments. Today, 70 per cent of the advertising comes from big-budget, national advertisers and the balance 30 per cent comes from retail. It is a known fact that retail advertising will grow because radio presents the perfect advertising medium for local businesses in a local environment. But 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. Nevertheless, 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. Radio promotion is an art that demands a certain style you may simply neither have nor desire to cultivate. On top of that, it can take a great deal of time to make all the contacts and connections that are required for successful radio promotion.

RADIO ADVERTISING
So, while you should give promotion your best shot and take DIY ("do it yourself") as far as you can by following the guidelines here, you should also be aware that radio promotion is one area where Turning eyes and years away will be the key to success in an industry where the major revenue model, at present, is advertising. Paradoxically, radio currently has only a 2 per cent share of the total advertising pie in India. Globally, depending on country, radio has a 5 per cent to 12 per cent share of the advertising cake. On the higher side are countries like the United States, with 13 per cent, Canada, with 12.7 per cent and Spain, with 9.1 per cent. Advertising agencies that control the national picture will be slow to move on to radio for creative reasons. They have people who love to make television commercials, but don't have anybody who knows how radio works. Here, about 2 per cent of the money spent by advertisers goes to radio, and up till now, all of that went to ALL INDIA RADIO. Hence, sometimes you have radio commercials which you don't quite understand because they took the audio out of television and ran it on radio. Radio advertising can be national, but it is also with FM, a local medium. However, in revenue terms, money from advertising has gone up. Revenue from commercials on AIR, including on Vividh Bharti and Primary Channel (including FM) rose from Rs.393 million in 1990, to Rs808.4 million in 2000, & Rs.600 crores in 2002, representing a growth of about 7.5 per cent per annum. A clear advantage that radio has is that it can easily target city-based audiences. This makes sense if the advertiser, like a food chain that is opening an outlet in Ban galore or Mumbai, wants to target a specific audience. In such cases, it does not make much sense to advertise on TV, and the print medium is too expensive. Radio is the best bet for such small-scale promotions. Radio advertising is aptly suited for local promotions, and once audiences can be targeted, it has tremendous potential to eat into local mediums.

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CONSUMER OPINIONS The evidence from the qualitative research is that young people feel their local FM station is aimed at people like them, but the advertising is not - they feel, probably quite correctly, that most advertising is aimed at adults. However, because radio is a real-time intrusive medium, they have to sit through the full length of any ads which are for irrelevant products. There was evidence of three sorts of advertising memories: Relevant ads which mentioned areas or names of specific interest, e.g. films, outlets selling favoured brands, concerts Vague/ not relevant Memories of ads for local garages, cars and insurance companies - little or no specific detail remembered Sonic Brand Triggers Much evidence of children's ability to pick up on musical SBTs and sing them out loud CONSIDERATION It seems clear from this analysis that children are very selective in their attention, and are strongly influenced by relevance of the brand or product advertised. It would follow that, since they expect most ads to be irrelevant to them, care must be taken in the creative work to overcome this expectation - through linking to the relevant topic, involvement, surprise, tone of voice etc. Tone of voice is a key area with radio: young people can tell when they are being addressed as equals, and when they are not. Young people pick up very strongly on musical Sonic Brand Triggers, even for seemingly irrelevant brands.

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STRATEGIC ROLE OF RADIO

As Commercial Radio developed in the early days, its key strengths were seen as primarily tactical - fast turnaround, low capital cost and local flexibility. These days however, while the traditional strength still apply, radio is increasingly being used for strategic roles. DOMINANT SHARE OF MIND Share of mind can be described as the extent to which a brand makes itself salient within the consumer's mind - this is often the most challenging task in sectors where there are several top-parity brands, and/or high levels of competitive activity. The ability of radio to create dominant share of mind is a product of its intrusiveness and the high frequency with which ads are broadcast. Brands like the Carphone Warehouse have used this unique characteristic of radio to develop an unassailable lead within their category. SUPPORT TO OTHER MEDIA Young people are of course consumers of several media, and campaigns which use only one medium can miss out on the "media multiplier effect". Because of its inherent characteristics, radio can work in a complementary way to other media. With TV it is traditionally used to add to the length of a campaign or to fill weeks where there is no TV activity - it can also be used to explain products or services in more depth, or to include additional information. Brands in fast-changing areas like retail or financial services often use radio for its ability to put over several different messages as an overlay to a core TV campaign (multiple executions in radio are very inexpensive compared to TV).

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Radio also works exceptionally well with TV if there is creative synergy, most conspicuously in the form of a Sonic Brand Trigger. To press, radio above all adds intrusiveness, because levels of ad avoidance with print are so high. Radio can also, like TV, bring things to life - for services or corporate advertising this can be very valuable in adding personality and tone of voice. THE "EXPLAINER" MEDIUM Young people, because of their inexperience, often need the benefits of products or services explained to them before they can make a decision to purchase - for example, a bank account, or a promotional offer. Radio is particularly useful for this as it uses the human voice in real-time. This means that the young people do not have to wade their way through extensive reading material before they even know what the proposition is. SPEAKING FROM INSIDE YOUTH CULTURE As the qualitative research illustrates, young people begin to move away from their parents' world of choices and preferences, and to set up their own world independently. Inevitably this means that some media are seen as outside that independent world - newspapers for example. Radio, as a personal "me-medium", allows the advertiser to speak from inside the so-called "youth fortress". As the respondents said in the research, they feel as though the people on the radio treat them like adults - leaving their parents out of the equation. Tone of voice is a key issue with advertising strategies in this territory.

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RADIO ADVERTISING PROS AND CONS OF RADIO ADVERTISING

Every medium has special strength and weaknesses that makes it more or less suited to special marketing problems of specific advertising. There is no one medium is ideal for advertisers or every situation. Radio has a number of characteristics that makes it an ideal vehicle for numerous advertisers as wither a primary or secondary medium. By the same token, advertisers need to consider some of the major advantages & disadvantages of radio. ADVANTAGES OF RADIO 1. LARGEST REACH AND FREQUENCY Radio offers an excellent combination of reach and frequency. The average adult listens more than 3 hours a day, radio builds a large audience quickly and a normal advertising schedule easily allows repeated impact on listener. 90% of India has access to radio which is unmatched by any other media. Radio is not only the medium of hearing news but also is a source of entertainment and advertising for the rural masses. Radio 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. They cant afford a TV set. Hence radio is more popular.

2. BROADLY SELECTIVITY Specialized radio formats with prescribed audiences and coverage areas enable advertisers to select the market they want to reach. From 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. Radios high overall reach and its ability to provide numerous formats make it a multifaceted medium. Each programming category can be treated as a distinct medium for marketing proposals. Because of the relatively low cost of production,

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advertisers are able to adapt commercials to the various stations then buy, a strategy that would normally be prohibitively in television. 3. COST EFFICIENCY Radio is the least cost medium and it helps to reach mass audience with various backgrounds. Radio offers its reach frequency and selectivity at one of the lowest costs per thousand and radio production is relatively inexpensive. National spots can be produced for about one tenth the cost of a TV commercial, and local stations often produce local spots for free. Also, radio ads can be produced very quickly.

4. CREATIVITY AND FLEXIBILITY Radio is the most flexible medium because of very short closing periods for submitting an ad. This means an advertiser can wait until close to an air date before submitting an ad. With 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 unique competitive opportunities in a timely fashion. Radio also offers timeless, immediacy, local relevance and creative flexibility. The personal nature of radio, combined with its flexibility and creativity, makes radio the choice for numerous product categories. Copy changes can be made very quickly. The short lead time in radio ad production is an enormous benefit to the advertisers who must react quickly to changing marketing conditions. While radio may be one-dimensional in sensory stimulation, it can still have powerful creative impact. Recall that radio has been described as the theater of the mind. The 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 recognizable, popular songs. The ability to anticipate or react to changing conditions cannot be underestimated. Radios sense of immediacy and flexibility, all at a cost within the budget of even the smallest advertisers has made it an important part of advertising strategy of many advertisers.

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5. PROXIMITY TO PURCHASE The mobility of radio and its huge out - of - home audience gives the medium an advantage enjoyed by few other advertising vehicles. In the competitive environment facing most companies, it is imperative that brands achieve consumer reinforcement as near as possible to the purchase decision. Only point-of-purchase and outdoor audience, and radio has the advantage of being able to deliver a personal sales message created specifically for a particular target segment. Its daily frequency offers scope for continued messages and hence the consumers are more likely to remember that product and consumer lend up buying that product.

6. AS A COMPLEMENT TO ANOTHER MEDIA In some cases radio is the primary medium for local advertisers. However for national advertisers and most large local and regional firms, radio is most often used as complementary medium to extend the reach and frequency 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 frequency or to reach non-users and light users of other media. The radio industry realizes that the bulk of its revenue comes from advertisers who use radio as a secondary medium.

7. A PERSONAL MEDIUM The human voice is the most personal means of communication. Radio gives the advertisers the opportunity to take advantage of the right combination of words, voices, music, and sound effects to establish a unique one-on-one connection with prospects that lets you grab their attention, evoke their emotions, and persuade them to respond. Radio 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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RADIO ADVERTISING DISADVANTAGES OF RADIO

1. MISUNDERSTANDING Sometimes there might be a misconception regarding the radio ad as it is only heard. In television the chances of such misconception is less, as it is audio as well as visual.

2. POOR RADIO ATTENTIVENESS Just because radio reaches audiences almost everywhere does not mean that anyone is paying attention. Remember that radio has also been described as audio wallpaper. It provides a comfortable background distraction while a consumer does something else-hardly an ideal level of attentiveness for advertising communication. When a consumer is listening and 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. FRAGMENTED AUDIENCES The large number of stations that try to attract the same audience in a market has created tremendous fragmentation. There are probably four or five different station that plays the kind of music you like. This fragmentation means that the percentage of listener tuned to anyone station is likely very small. If 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. Its wide variety of stations and programming formats allow advertisers to reach virtually any marketing niche. However, some advertisers wonder if radio is offering too many narrowly defined options. For those product categories with broad appeal, it is difficult to gain effective reach and frequency without buying several radio stations and networks.

4. CHAOTIC BUYING PROCEDURES For an advertiser who wants to include radio as a part of national advertising program, the buying process can be sheer chaos. Since national networks and syndicated broad cast do not reach every geographic market, an advertiser has to buy

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time in individual markets on a station-by-station basis. This could involve dozens of different negotiations and individual contracts. 5. SHORT LIVED AND HALFHEARTED COMMERCIALS Radio commercials are brief and fleeting. They cant keep like a newspaper or a magazine ad. Radio must compete with other activities for attentions, and it does not always succeed. Only 20 % of time availability restricts the frequency of message exposure. The effectiveness of radio advertising is at stake on the announcers presentation that has to do a hard selling job.

6. CREATIVE LIMITATIONS While the theater of the mind may be a wonderful creative opportunity, taking advantage of that opportunity can be difficult, indeed. The radio-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. Many advertisers think that without strong visual brand identification the medium can play little or no role in their advertising plans.

7. LIMITATIONS OF SOUND Radio is heard but not seen, a drawback if the product must be seen to be understood. Some agencies think radio restricts their creative options.

8. RJ NEEDS TRAINING It is very important that the Radio Jockey is trained enough to deliver the ad. Sometimes the voice really matters. If the voice is irritating then there is a chance the campaign may flop. 9. NO PROPER RESEARCH AVAILABLE In India, 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. Therefore, there could be a problem for the marketers in the sense that they might advertise on wrong channel at a wrong time. 18

RADIO ADVERTISING TYPES OF RADIO ADVERTISING:

1. NETWORK 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. Networks provide national and regional advertisers with simple administration and low effective net cost per station. The advantage is less paper work and lower cost per station. Disadvantage includes lack of flexibility in choosing affiliated stations the limited no. of stations on a networks roster and the long lead times required to book time.

2. SPOT RADIO Spot radio affords nationals advertisers great flexibility in their choice of markets, stations, airtime, and copy. They can tailor commercials to the local market and put them on the air quickly some stations will run a commercial with as little as 20 minutes lead time.

3. LOCAL RADIO Local times denote radio spots purchased by a local advertiser for local market. It involves the same procedure as national spots. Radio advertising is either live or taped. Most radio stations use recorded shows with live news in between .Likewise, nearly all radio commercials are pre recorded to reduce cost and maintain broadcast quality.

4. SPONSOR PROGRAMME Here the advertiser sponsors the whole or part of the programme. The RJ informs the audience about the sponsored company throughout the programme. 5. RJ MENTION/WHATS ON MENTION Here the Radio Jockey [RJ] informs the audience the information given by advertiser about the new product launch, sale, exhibition going on at certain place etc. 19

RADIO ADVERTISING RADIO STATIONS DIVIDE THEIR DAYS AND RATES.

Radio stations divide their rate cards into day parts .The exact divisions vary from station to station. 6 am -10 am 10 am 3 pm 3pm 7pm 7pm- 12am 12am 6 am Morning drive Daytime Afternoon drive Night time All night

Rating services measures audiences for only the first four day parts because all night listening is very limited and not highly competitive. Heaviest radio use occurs during drive times (6-10 am and 3-7pm) during the week (Monday- Friday). This information is important to advertisers because usage and consumption vary for different products. For 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. For the lowest rate , an advertiser orders spots on a run of station (ROS) basis, similar to the ROP in newspaper advertising .However, this leaves total control of the spot placement up to the station. So most stations offer a total audience plan (TAP) 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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RADIO ADVERTISING LENGTH OF SPOTS

The radio commercials in the test reels consisted of several different spot lengths, ranging from 15 to 60 seconds. In The Netherlands the average length of a radio commercial is 20-25 seconds. The longest commercial played on the radio is 120 seconds. Those however are rare. In 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 noticed. Research on television commercials proved that this theory holds true for the medium television: a doubling or tripling in spot seconds results in duplication in recall. The spots for advertisement can be for 10 sec, 20 sec, 30 sec and 60 sec. In General, 10 second spot should contain 25 words 20 second spot should contain 45 words 30 second spot should contain 65 words 60 second spot should contain 125 words Sometimes stations may provide 10 or 20 seconds spots. But unless you are doing something specific - teaser ads as part of the large campaign, perhaps - these generally are not cost - effective. If youve never written a spot, 30 seconds sounds like an impossibly short time to get your massage across. But take a stop watch and time some spots on the air; youll see that quite a lot can be accomplished in a short time. In fact, you may find that: 60s, unless very well written and well produced, sometimes seem a bit too long A :60 does allow you more variety in music, sound effects, and voice and can be useful for political massage, the announcement of a new or little-understood service, or other sports with a information/education content. 30 is usually 70 to 80 words long, and a; 60 around 150 to 160 words. The cost of a: 30 are usually about 60% to 75%. Some stations no longer charge a separate rate for: 30s and: 60s. Instead, they charge a unit rate. In other words, a: 30 costs the same as a: 60. Obviously, this is one case where you might want to use a: 60 to take advantage of the free air time. Check the rate cards of the stations you are interested in, or ask your sales representative. 21

RADIO ADVERTISING BUYING RADIO TIME

1. STATION RATES While 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 quite straight forward. Advertising time can be purchased from networks, syndications, or local radio stations. Recall that among these options, advertisers invest most heavily in local placement. About 80% of annual radio advertising is placed locally. About 15% is allocated to national spot placement and only 5% is invested in network broadcasts. Many stations have local rates for Individual Business and National Rates 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. Networks provide national and regional advertisers with simple administration and low effective net cost per station.

2. YOUR DAYPARTS BUYING OPTIONS Most stations offer several options for buying air time: a) Buying by specific dayparts b) Buying packages c) Buying sponsorships or adjacencies

a) BUYING SPECIFIC DAYPARTS This relates to the time period of purchase. There are five basic dayparts on basis of which advertiser can choose. The time period decision is based primarily on a demographic description of the advertisers target audience. Recall that drive-times dayparts attract a mostly male audience, while daytime primarily female , and nighttime is mostly teen. This information combined with programming formats, guides an advertiser in a buying decision. Putting half your sports into drive time and half into midday is a very safe strategy. Weekend sports can also effectively reach teens.

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Keep in mind that that time on Saturdays usually sells at the lowest daytime rate, but because so many people are in their cars shopping and running other errands, you can reach a lot of people for those few dollars- and people who are ready to buy now.

b) BUYING PACKAGES As with magazine buying, radio advertising time is purchased from rate cards issued by individual stations. Run-of-stations ads- ads that stations choose when to runcost less than ads scheduled during a specific dayparts. The 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. Buying packages is an easy, usually low-cost method. Marking a package buy is called buying run of station(ROS),total audience plan (TAP), or best time available( BTA).this means simply that you pay to buy a package of sports at a flat rate and the station decides (within certain specified limits) when the sports will run. Stations will usually guarantee to divide your sports fairly between drivetimes and other dayparts.

c) SPONSORSHIPS OR ADJACENCIES A sponsorship is just what its name implies. You are associating your company name with a specific program. The advertisers sponsors the whole or part of the programme. The RJ informs the audience about the sponsored company throughout the programme. . Is brought to you by An adjacency is the next best thing to a sponsorship. If you buy an adjacency, your ad will run every day just before or just after (in other words, adjacent to) the program you specify. Other fixed-position spots are also available. For example, you may specify that you want your spot to run at 6:13 a.m. every Monday, Wednesday, and Friday. Sponsorships, adjacencies, and fixed positions go for premium rates. Sponsorships on top-rated shows can cost up to twice as much as other spots in the same dayparts. Having 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

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may be able to run far fewer spots than you otherwise would, spending less to achieve the same impact. Sponsorships are like marriages; theyre only for people who are ready for a long-term commitment.

3) FREQUENCY Radio, like most media, requires repetition to have impact. As a general rule, you should run a minimum of 20 spots per week during periods when you are on the air. But you do not have to be on the air every week. There are scheduling strategies that will help increase the impact of the spots you place. If you cluster spots, people will perceive that youre running many more than you really are. Lets say you can only afford to run four spots a day. If you put them all in one dayparts, same people are likely to hear most of them. To those people, it will seem as if your spots are running frequently all day long, and as though your promotion is much bigger then it actually may be. These people will retain the information much better. Flight and schedule are tow words you may hear your radio sales rep use when you plan your advertising. A flight is a group of ads. (Im running a flight of 80 ads this month.) a schedule is the long-term ver4sion of a flight. (I run a schedule of 20 ads a week, six months out of the year.) in practice, the word schedule is often used to cover both cases And the word flighting can be used to describe the clustered groups within a larger schedule (my flighting is two weeks on, one week off.)

4) HOW MANY STATIONS DO YOU NEED? Just as you should never run too few spots, you should also not run on too few stations. But 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. If your target and audience includes both younger and older people, you may need to buy two stations with widely different formats.

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If your audience is 40-year-old women, but there are half a dozen stations evenly sharing that market, you may need to buy three, four, or more. If your audience is teenagers, flipping four station to station at the speed of light, you may need half a dozen. There are, however, times when one station will suffice. If your audience is business people, and you can afford to buy drive time on the dominant news/talk station in the market, that may be all you need to succeed. To really learn who is listening to your sports, survey for the local market. These 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. Once you get past being overwhelmed by the sheer, forbidding look of the survey, youll find that its pretty easy to understand. In smaller market where surveys are taken only once or twice a year, stations may hold special promotions during sweeps week that temporarily blow their audience out of proportion. A popular on- air personality may switch stations and take his or her audience to a competitor. Your best information may well come from those surveys you take among your own customers. Help you know not only what people listen to but why and how they feel about it. This is information you can use to write and place your sports.

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RADIO ADVERTISING PRODUCING RADIO COMMERCIAL

Producing a radio spot can be a lot of fun advertisers often say its the most fun they ever have in advertising. Thank heaven; it can also be simple and inexpensive. You have three basic elements to work with: the announcers voice, music and sound effects. Production can be done in the stations own studios or in an independent production house. You have three basic elements to work with: the announcers voice, music, and sound effects. Production can be done in the stations own studios or in an independent production house. Stations are usually well- equipped to produce spots, and they often employ young, creative people whose fresh ideas will keep your spots from sounding like everywhere elses. It 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. Your spot can be claver or straightforward, but it must grab the listeners attention in about three seconds, and it must not leave the listener wondering, whose spot was that, anywhere? The following are some of the factors you should have in mind from the first moment you sit down to plan your spot. 1) THE VOICE There are two factors concerning voice. First, you should use a voice that is appropriate for your image. There are two good, low- cost options for achieving this, and one higher- cost option: a) USING LOCAL RADIO TALENT If station produces your spot, one of their on-air people risk having the voice be so familiar that the listener doesnt pay attention. If you know youll be running only in drive time, have the midday announcer do the honors. Get the least familiar voice available. Listeners will be less likely to tune it out. If your favorite station has a female announcer, use her! Studies have shown that women presenters are just as effective as men; but only a small (but increasing) 26

RADIO ADVERTISING
percentage of all broadcast sales presentations are made by women. A little digging may also reveal that some of those overly familiar announcers may have uncommon talents you can use.

b) USING AMATEUR VOICES

One great thing about radio is that even an untrained voice can be very effective. In 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. If you do your s,own, or some other untrained voice, you shouldnt try to sound like a instant professional. You must judge very carefully, through, and not be swayed by love or loyalty to the person whose voice youre considering. Amateurs can sound stiff and false c) USING PROFESSIONAL VOICE TALENT If you need very sleek production value you can hire voice talent from another station, your local community theater or, in larger markets, from a talent agency. There are people who make their living doing nothing but voice-overs (narration) and announcing, and they can give you amazing range, charm, and polish. If you decide to splurge, celebrity voices can sometimes be hired for less than youd imagine. An actor(not a star) on a highly rated network tv series can be hired for as little as two times union scale.

2) MUSIC The power of music cant be overemphasized. The music in your spot may stay with people, and remind them of you, long after your actual words have gone, there are several options for putting music into your commercials: a) You can have original music produced. b) You can use free music from the stations library. c) You can get permission to use an existing recording by a known artist. (But! Its difficult and expensive to obtain the rights). d) You can buy canned music (sound alike) in the style of many popular composers in all large markets who supply such productions for a modest charge. 27

RADIO ADVERTISING
If you do a lot of radio or TV advertising, consider having a jingle product. The cost runs anywhere from $600 to a few thousand dollars, and it can be a very worth while investment. A catchy jingle helps potential customers remember you more than almost anything else. Think about it. Your radio station might offer to have a jingle composed free if youll contract to run a certain number of spots during the year.

3) SOUND EFFECTS (SFX) Biff, booms, wow, wow, meow eeek, crash, zoom moo neigh, ho ho ho, vroom, ding dong, sizzle, pit pat, whistle, these and more are available at your local radio station. The 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. Radio is entirely a medium of sound. When 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. Take advantage of it.

4) THE TAPPING SESSION Once youve made the decision about the script, voice, music, and sound effects, its time to record. You should always try to present at the recording session. If you cant then atleast make sure that your representative or agency plays the tapes for you before any spots run on the air. At a small radio, it may be just you and the announcer in the studio; the announcer will operate the equipment. At large stations and professional recording studios, an engineer will record the spot while you and the announcer concentrate on the reading. You should also understand. Be 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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RADIO ADVERTISING SELLING RADIO COMMERCIAL

Selling radio advertising involves a number of steps, many of which are unique to the medium. The radio salesperson must be aware that everyone involved in the transaction is looking for different results. The media buyer is looking for efficient cost per point, while the clients goal is to move product client generally view all the radio stations from same perspective: the station has something for sale, and they may or may not buy it frm u . because of this , it is imp. For u to build value into ur station by offering credible benefits tht produced results and solutions for ur clients. Radio salesperson must begin with the clients needs and marketing goals. The 1 step in d process is to meet the client 2 gain as much info. As possible about the client and his or her busi. After the salesperson has a firm grasp of the advertising problem, the next step is to prepare a proposal. Although there is no set format for a radio sales proposal, the successful onces begins with the clients problem and sales objectives an move systematically to a solution. Often the job of the radio sales person must be conducted on a number of levels. a) An advertiser who is not currently scheduling radio may have to be convinced tht the medium in general is for a particular product. b) The salesperson must move frm the general advantages of radio to the advantages of specific station. c) The radio representative may have to show how radio fits into the media mix currently being used by the advertisers. Radio advertising faces challenges both from within the industry and from other media as it competes for advertising price. Dayparts 6 a.m. - 10.00 a.m. 10.00 a.m. - 3.00 p.m. 3.00 p.m. - 7.00 p.m. 7.00 p.m. - 12.00 a.m. 12.00 a.m. - 6.00 a.m. Characteristics Drive time, breakfast audience, interested chiefly in news Daytime, program characteristics of station, talk , music, or all-news Afternoon, drive time; radio prime time & same as morning drive time News, music, talk shows Music, talk shows
st

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RADIO ADVERTISING ELEMENTS OF GOOD RADIO COMMERCIAL

Be single-minded, focused. Dont ask the consumer to take on too much information at one time. Prioritize your copy points. Think of your commercial as a model of our solar system. The major copy point is the sun and all the other copy points are planets of varying degrees of importance, but they all revolve around and support the central idea. Research your product or service. Many clients keep tabs on their competition, but they rarely related their features and benefits to factual data. Meaningful statistics can give substantial support to your massage.

Relate to the consumer, when you tell consumer your story, always relate the brand to their wants and needs. Do not assume they will come to the right conclusion. Generate extension. You can multiply the effect of your commercial many times over by achieving extension. Consumers picking up phrases from the spot and using them . a clever phrases or execution can have consumers asking other people if they have heard the spot, people requesting the spot to be played on the radio, even getting mentions by DJs.

Produce an immediate physical, emotional, or mental response. Laughter, a tug on the heart strings, or mental exercises of a consumer during a radio spot help seed the memory and aid massages retention. Use plain, conversational English. Be a clear communicator: Dont force your character to make unnatural statements. This is not the bored room no execubabble, just clear, plain simple English. 30

RADIO ADVERTISING CREATIVE RADIO ADVERTISING

These are some guidelines for producing creative radio advertisements:1) Understand the environment 2) Speak the listeners language 3) Engage and entertain the listener 4) Keep it simple 5) Judge what you hear, not what you read 6) Production values are important 7) Plan your production 8) Dare to be different 9) Take it seriously

Tips for briefing and judging radio creative work Creativity in any medium always tends to involve personal or subjective judgement, and radio is no different. The aim of these tips and hints is to help you think through your own views about creative work which you are commissioning or assessing. These hints and tips have been put together mainly from interviews with agency creatives, specialist radio writers and producers we thank all those who have contributed. Firstly, why is radio being used? Radio is a highly flexible medium, which means it is often asked to perform challenging tasks. It CAN carry detailed information, it CAN be booked relatively late, and it CAN be produced at short notice and at low cost but these tend to work against high quality creativity. Advertisers have to take account of this and realize there are compromises to be made. Rule number one: keep it simple Advertising in any medium is always more effective when it focuses on a simple message. But with radio this is not optional, it is essential, because its not possible to include extra information in the background or in small print. 31

RADIO ADVERTISING
Beware the "metaphorical proposition" Radio uses words, so it invites verbal wit. If your advertising brief says something like our prices will take your breath away you are likely to get creative proposals back which focus on breathing people not breathing, holding their breath, turning purple... It is very rare for such ads to leave an impression about your prices. So be straightforward about your message; this will help the writers to find the best expression of it. Think about "desired response" Dont focus the writer on what the brand is saying to the listeners. Focus instead on how we want the listeners to react what do we want them to know, think or feel having heard the campaign? Remember, the radio may only be one part of the multimedia mix what specific response is desired for the radio component? Brand tone/"How your brand comes across" Radio leaves strong personal impressions, and you should clarify in the brief the kind of impression you want your brand to leave. But make sure this doesnt turn into a bland mission statement (all brands want to be seen as authoritative, contemporary and innovative). Remember the way radio uniquely makes impressions, as evoked in this piece of wisdom Brands are like people at parties they make themselves look gorgeous because they want to attract your attention. With radio, your brand is addressing the blind guest at the party. Telephone numbers, websites etc The brief needs to be clear about priorities. If the ad is thirty seconds long, do we want to spend those thirty seconds getting people to remember the telephone number or web address or getting them interested in the proposition? Its usually the latter, and consumers know how to contact most brands. The contact details are therefore relegated to being a lower priority. Remember that radio works well as an indirect response medium, driving response through other channels such as press or doordrops. 32

RADIO ADVERTISING

The briefing meeting Once the brief is written, always try to talk it through with the writers: this will help them to understand your needs as an advertiser, and to take the brief seriously. And ask for the writers who are enthusiastic about radio not all are. Creative brief - outline for reference Key questions : What are we trying to achieve in marketing terms? (e.g. gain market share through increased trial, reinforce customer loyalty etc) What do we want the advertising to do within this? (the contribution which advertising can realistically be expected to make) Who are we talking to? (by age/sex class etc, and also related to our brand - what do they currently think / feel about us? mention any secondary target groups e.g. rivals, trade etc) What do we want them to think/feel/do as a result of the advertising campaign? (realistic ambitions please; consider any secondary target audiences) What do we want to say to them?/the proposition (single-mindedness is essential here; supporting information goes below) Supporting information (why should they believe us or find our message relevant or interesting?) Tone of voice (how do we want to come over, in brief) Mandatory inclusions (if any) (e.g. telephone number, website, logo etc) Media outline (which media, and what kind of weight of activity? how many ads?)

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RADIO ADVERTISING STEPS IN RADIO AD PRODUCTION

1) An agency or advertisers appoints a producer

2) The producer prepares cost estimation

3) the producer selects a recording studio

4) With the aid of the casting director, if one is needed, the producer casts the commercial. 5) If music is to be included, the producer selects a musical director and chooses the music or selects stock music. 6) If necessary, a rehearsal is held. 7) The studio tapes music and sound separately 8) The studio mixes music and sound with voices. 9) The producer sees that the master tape is prepared for distribution on either tape or cassettes and shipped to stations.

YOU ARE ON THE AIR!

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RADIO ADVERTISING MEASURING THE RADIOS EFFECT

Effectiveness research requires clarity of objectives what are the agreed objectives of the overall campaign and of the radio campaign within this? Remember not all objectives can best be measured by consumer research (e.g. sales effects). Radio effectiveness can be measured either using continuous research or in stages (pre & post) the pre-stage is normally the week before the campaign, the poststage in the week after the campaign finishes. Consumers tend to misattribute radio advertising memories to other media, particularly TV. This is particularly likely to happen where there is a strong executional link between the two media and/or where there is an established history of TV advertising for the brand. This tendency to misattribute can be offset by using matched samples of listeners and non-listeners. This 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 even if the listeners think the advertising was in another medium. Radio research can successfully be done using telephone interviewing ads can be played down the line. However cases where other media are to be included in the research it might be more appropriate to use face-to-face interviewing. Commercial recognition is a valuable technique i.e. playing the ads to consumers. It provides a more robust measure of whether they have heard the campaign, and avoids problems of trying to describe the ads. Brand names can be bleeped out of the commercial, to test whether the campaign is linked to the brand.

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RADIO ADVERTISING

1) DEFINING THE RESEARCH OBJECTIVES The key to any successful research is to have a clear understanding of why the research is being conducted in the first place. In other words, what are you aiming to measure? In broad terms, radio advertising research aims can be categorised into two types: Marketing issues to what extent has radio helped to achieve the campaign aims? Media planning issues what effect do different media strategies have on the performance of the campaign? Marketing Issues:- These vary widely and there can be often more than one objective set for a campaign. Below are some typical examples: .Increase sales Increase footfall / store traffic Increase brand awareness Change consumers perceptions about a brand Broaden consumer appeal Not all of these aims are best evaluated with consumer survey research - there are specific tools available for measuring sales effects for example. Media Planning Issues: - In 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 example: - Effectiveness of different spot lengths - Burst versus continuous activity - Use of different day part strategies. 36

RADIO ADVERTISING
If you do intend to test a particular media strategy there are three important considerations to note. Firstly, and most obviously, you must gear the campaign so that you can test the particular media strategy in which you are interested. Secondly, 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 cell for each media-variable. Lastly, when testing different media strategies, bear in mind that you will still be judging the effects in terms of the overall campaign objectives.

Whatever your research objectives, once you have defined them make sure that they form the core of the questionnaire you use. Any other questions are of secondary importance. Tip: Setting Realistic Objectives Researchers and planners agree it is extremely difficult to change .perceptions of a brand over a short period unless there is something .particular and engaging to tell the consumer. Most advertising campaigns are tasked with increasing or maintaining .awareness of brands which are already familiar to the consumer and. therefore slower to change perceptions.

2) THE IMPORTANCE OF SPLIT SAMPLES

Misattribution of Advertising:When asked to consider advertising, consumers will turn their thoughts to the most salient source they can think of this tends to mean TV. Television, 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.

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RADIO ADVERTISING
This misattribution is disproportionately likely to happen with radio and is still more likely to happen when radio campaigns are creatively synergistic with TV executions. Avoiding Misattribution: Using Split Samples:The simplest solution to the problem of measuring true radio awareness is to split your sample into two parts: listeners (target consumers who have been listening to the radio stations which carried the advertising) and non-listeners (people who do not listen to those stations, but who are same as listeners in other respects). If 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 regardless of where they think they have seen or heard the advertising. It is particularly important to use split samples where radio is part of a mixed media schedule in order to guage the true radio effect. Which Option Should You Choose:Neither of the two approaches above is necessarily better than the other. You might want to bear in mind, however, that the second method has the advantage of questioning people who will have the same history of exposure to your brand. Local distribution levels for the brand will also be the same. But remember that for some target markets, such as young people, it can be hard to recruit a sample of non-listeners in the same area (sometimes almost all of them do listen to Commercial Radio). The 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

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exposure to your advertising in other media. This ensures that any differences can confidently be attributed to radio ad exposure. Tip: Heavy, Medium & Light Listeners Asking listeners how many hours a day they listen to a given station allows you to categories them by weight of listening this can be broken out on the analysis. This can be useful. For example, if increased response is positive but actually confined to heavy listeners, there may well be a mandate for increasing frequency against medium and light listeners.

3) WHERE TO DO THE RESEARCH

Test And Control Samples In Different Areas:This involves taking two matched samples of respondents in different geographical areas and comparing their advertising responses one sample will live in the advertised area, the other in an area where no radio advertising ran. In 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. It is important to match the media consumption of the samples (e.g. how much TV they watch etc) as well as their demographics, as this could affect response. It is equally important to ensure weight of advertising for your brand in all other media is the same for both samples. The two geographical areas should also be comparable (or typical) in terms of media and product consumption as a whole.

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RADIO ADVERTISING

Test and Control Samples within the Same Area In this second approach, all of the research is done within the same area. One part of the sample will comprise people who do listen to the station(s) on your radio schedule, whilst the other part of the sample will comprise people who do not listen to any station on your schedule. Again, in 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) WHEN TO DO THE RESEARCH

The 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. Often, however, continuous radio research is impractical on grounds of cost unless it forms part of ongoing advertising tracking. Typically, radio research is conducted in two stages - a pre-campaign and a post campaign study. 40

RADIO ADVERTISING
The pre-campaign study should be conducted as close to the start of the radio campaign as possible preferably during the week immediately preceding the radio campaign. This will establish the base levels of whatever is being measured (eg brand awareness). The post campaign study should be conducted as soon as possible after the radio campaign has ended ideally during the first week after the campaign has come off air. In some instances you might want to consider conducting more than two stages of research. For example, it might be worth slotting in an additional research phase during a particularly long advertising campaign or sponsorship. Similarly, having done the postresearch, you might want to consider adding an additional stage of research some weeks after a campaign has ended in order, say, to track decay in brand awareness.

Tip: No Time for a Pre-Stage Measure? There is a rough and ready solution for times when a pre-stage has not been possible. If non-listeners are used as a control sample (i.e. people who would not have beenexposed to the radio advertising campaign) they are in a sense equivalent to a pre-stage sample. In other words the difference, following a radio campaign, between a matched sample of listeners and non-listeners, is equivalent to the difference between listeners before and after a campaign. If you need to consider this as an option, remember the following: It does not take account of your other media activity It doesnt take account of anything else which happened during the radio campaign (e.g. competitive activity etc).

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5) THE RESEARCH SAMPLE AND SAMPLE SIZES

Sample Sizes Generally speaking, the larger the sample the better. However at some point, the cost of an increased sample size becomes cost prohibitive and contributes little extra to statistical robustness. The table below shows details of what would often be recommended as minimum and suggested sample sizes. Note however that if you intend to analyze the results amongst sub-groups of your target audience larger sample will probably be required. As a general rule the greater the complexity of the task The larger the sample size needed. Your research agency can advise on this.

Tip: The Advertising Target Audience Defines the Sample If the advertising is tasked with changing the attitudes of ABC1s, is there any reason to gauge the views of C2DEs?

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6) METHOD AND QUESTIONNAIRE Telephone research is often used for assessing the effect of radio campaigns: the method is adaptable and can often be cheaper than face-to-face interviewing. Radio ads can successfully be played down the phone to respondents. Face-to-face interviewing may also be preferable if respondents need to be shown visual ad material such as stills from TV ads. Commercial recognition is a valuable technique i.e. playing the radio ads to consumers as this is the best memory jogger of all. It also delivers a larger sample of people who are identifiable as having definitely heard the campaign: this is useful when analyzing them for their attitudes to the brand. For more detail on the commercial recognition method see Appendix 1 on Radio memories and how to access them. N.B. when playing the radio commercials in order to measure commercial recognition, two different approaches can be taken: blind or branded. Blind By 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. Branded - this allows prompting for brand-specific data, (e.g. attitudes to the advertising/feelings about the proposition), whilst giving a true measure of ad recognition.

A fairly straightforward questionnaire will take around 10-15 minutes to run through much longer and respondents will begin to lose interest and concentration!

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RADIO ADVERTISING
Questionnaire Structure It is important to ensure your research agencys draft questionnaire includes all your original aims to ensure survey results encompass all factors you wanted to measure. Pre- and post-campaign questionnaires will largely be the same (although the former can often be shorter). Key elements of a typical pre- and post-campaign research study would include the following: General questions on the category in which your brand operates General questions on brand usage and advertising awareness General questions on media consumption and specifically questions that can separate listeners to the radio stations used in the campaign from nonlisteners. Recall of advertising. At the post-stage, you will be seeking to detect spontaneous and prompted awareness. Commercial recognition playing the ads to respondents. Thoughts on what the main message of the ads was

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RADIO ADVERTISING BARRIERS TO RADIO ADVERTISING

When was the last time you heard a really good Indian radio spot. It can be argued that one hasnt heard a good radio spot on radio simply because one doesnt listen to much radio these days (which is half the problem with radio advertising). Segmentation in the FM radio industry will take place in a year's time. It will be content-wise and audience-wise segmentation that FM channels will have to undergo in order to survive. Local advertisers will also soon become strong revenue streams for radio channels. For example, local players in various cities would be able to customize (citywise) their advertising on FM channels. What is particularly disheartening about radio advertising in India is that the advertising industry, as a whole, appears to have become a trifle apathetic to radio. The industry is certainly not giving radio its due. The quality of radio advertising here is pathetic. Today, when an agency plans spends; the bulk of the money goes to television. Then comes outdoor, print maybe mailers. Radio comes last. Blame the post-Ramayan, post-Mahabharat television boom for radios lot. With audiences switching loyalties to the tube, clients too reallocated budgets. In the golden days of radio, clients such as Dunlop assigned as much as 15-to-20 per cent of its spends on radio. The industry spend was in the vicinity of 7-to-8 per cent. Today, it is down to less that 2 per cent. Spends are down, but not out. And even today, quite a few big spenders advertise on radio. So why dont our radios spots match up to any standards? And in any case, low spends is a poor excuse for the absence of creativity. Unfortunately, in India, the big money is on TV, so thats where everybodys attention is. At best, the client wants the TV commercial adapted to radio logon ko commercial yaad aa jaayega is the attitude. Radio is being treated simply as a reminder medium. And even then, people dont even edit the jingle. So you have meaningless moments in the radio spot that visuals would have filled in the commercial. Indian agencies are not exploiting radios potential to the fullest. Today, there are two formulas that apply to radio advertising in India, One is that of giving the characters affected regional accents to communicate the message, and the other is 45

RADIO ADVERTISING
taking a popular song and giving it a spin. There are very few radio ads with nice dialogues, the solution could lie in increasing the duration of the spots from 15 or 30 seconds to 40 to 50 seconds. If you have engaging dialogues, a longer duration can salvage the spot. One problem with radio is that, through some reasoning, it is perceived to be a poor medium for building a brand. Perhaps one reason why India does not produce good radio spots is because writing one calls for a lot of talent. After all, unlike, say, a TV commercial, theres not much help to be had in the form of technology and special effects. The idea has to be strong enough to stand independent of crutches such as lighting, camera angles and cinematography. Its difficult to do a great radio spot, Theres no jazz whatsoever. The key to its success is in the writing and the rendition. And the radio producer has to be good. The strange thing about radio spots is that even in the assorted award ceremonies, where everything is a reason to celebrate, radio merely gets a passing mention (when there is so much of hype built around the commercial and print categories). To be fair, radio, as a medium, should take some of the blame for the sad state it has slumped into. The problem with radio was that once television boomed, radio did not keep pace with change. It stayed in government control, muddling along. Its content did not make an effort to become contemporary, and audiences switched off. Also, unlike television, radio had no monitoring service, which didnt appeal to advertisers very much. For agencies to recommend radio to clients, we need information on monitoring services, the reliability of such services is also doubtful. Agencies had no such information, neither were there any procedures about how to go about releasing radio spots. So naturally the medium suffered. One thing is certain. No one wants to write off radio, especially now that the medium is moving into private hands. Radio wont die, Even today, the reach of radio is more than that of television. In rural India, every individual has a transistor. And you can listen to the radio even when you are tilling the soil. You cant do that with TV. Lets hope that the new broadcast would revive interest in the radio listening habit and also radio commercials. 46

RADIO ADVERTISING SWOT ANALYSIS

STRENGTHS: Recently, the government has agreed upon revenue-sharing model, which is 4 % for the growth of the radio stations. So that they can develop themselves well because this industry is still in an introduction stage. The success of private FM stations, and reveals that radio listenership habits have changed considerably; not only are listeners tuning into it more often but also sticking to radio for longer hours everyday. The advertisers, who would depend on word-of-mouth, pamphlets, brochures or ads in local supplements of newspapers, are welcoming the opportunity. Radio is considered as a background medium, because people can listen to radio anytime and anywhere they want. It is also a free medium. 90% of India has access to radio which is unmatched by any other media. Radio 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. They cant afford a TV set. Therefore radio is more popular. Radio is the least cost medium and it helps to reach mass audience with various backgrounds. Radio offers its reach frequency and selectivity at one of the lowest costs per thousand and radio production is relatively inexpensive. Radio is considered as a medium where the Proximity to purchase is very high. Radio is a complement to another media. Therefore, other media or the advertisers or agency can use this medium for brand recall.

47

RADIO ADVERTISING WEAKNESS:

One of the major weaknesses of Radio is that there is very less differentiation in the programmes that are aired. Most of the stations plays much of the music that is played consist of Hindi Film songs, and therefore it is difficult to differentiate between the programmes of the different channels. Fragmented Audience - the large number of the audience in India is fragmented in various remote places. And therefore, the percentage of listener tuned to anyone station is likely very small. No proper research available - research is very important for any advertising segment. Research is the main base to attract client and get more revenue. But, in India there is no proper research is available. Many stations are conducting their own research which can be biased. Radio-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. Many advertisers think that without strong visual brand identification the medium can play little or no role in their advertising plans. Increase in listenership numbers but no increase in ad revenue. This is the situation that every radio channel is facing. Short commercials

48

RADIO ADVERTISING OPPORTUNITIES:

Getting copyright licenses from the government for running mega events which are aired on the AIR radio station and have been restricted to be aired on other private stations. Launching a radio station with 24-hour news channel Tie-ups with BEST or railway authority for playing the FM in train and in bus. The launch of Private Radio FM has managed to create a set of New Listeners for the medium The 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 university/college campus. With the coming of the many more new players in the radio industry each channels can position themselves quite 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 FM players to start news and current affairs programmes. One has to constantly innovate, and that is the challenge. Brand building is thus much more difficult. At the same time, we are very bullish, and gung-ho about this whole enterprise. Leaves huge scope for innovation in local market

THREATS:
The biggest threat to private radio industry players is ALL INDIA RADIO. AIR is the biggest player in India because of its reach, low charges, government channel etc Because of the new government policies there will be more number of stations and then competition will also increase. This is one of the biggest threats it faces. With no particular differentiation in the music. So, there is a fear of losing its brand loyalty. 49

RADIO ADVERTISING FUTURE OF RADIO INDUSTRY

Spending on radio advertising is growing rapidly, and now accounts for around 4% of total media spend. If the industry continues to grow at the same rate, it has the potential to reach at least 5% in the next 5 years and outpace the growth of other sectors of the advertising industry over the same period. This will boost the radio industry as a whole and help it to be regarded as having the greatest potential after television and print. The Indian radio advertising industry is projected to grow by 18% over the next five years, reaching to Rs. 19 billion in 2013 from the present Rs. 8.3 billion in 2008, which is more than double its current size. In terms of share of ad pie, it is projected that the radio advertising industry will be able to increase its share from 3.8% in 2008 to 5.2 % in 2013.

50

RADIO ADVERTISING

The first broadcasting center at Bombay was commenced on 23/7/1927.When India became free, the ALL INDIA RADIO [AIR] network had only six stations Delhi, Bombay, Kolkata, Madras, Lucknow & tiruchirapalli. FM service mainly for quality music was introduced in AIR from 1976.now fm services is available at all metropolis i.e Delhi, Mumbai, kolkota & madras.

SOME FACT ABOUT ALL INDIA RADIO : Total employee strength 10000 appx. Target audience all Sector non profit organization Total assets 65000 crores Investment for 2009 2000 crores Profit of 2009 600 crores Mission - Bahujan hitaya bahujan sukhaya Total stations available today : 155 Total channels available today : 5 1) Bombay A national channel 1044 khz mv 2) Bombay B regional channel 588 khz mv 3) Bombay C commercial channel 1188 khz mv 4) FM 1 rainbow 107.1 mhz fm 24hrs. 5) FM 2 gold 100.7 mhz fm 12 hrs. 6) Coverage 96 % 7) Listenership 65-70% TYPES OF DEPARTMENT Administration Department Engineering Department Programmes Department 51

RADIO ADVERTISING
HOME SERVICE PROGRAMMES All India Radio originates a number of programmes for the listeners within the country and also for those in foreign countries. In the home country AIR broadcasts programmes in 24 languages including English and 4 foreign languages. The service includes a good deal of entertainment, informative and educative programmes along with news & current affair programmes. The programmes put out by AIR stations can be categorized as follows: 1) News and programmes of nationwide interest broadcast from Delhi. 2) News & programmes from state capitals catering to the needs and respect of their respective areas. 3) Regional language services from individual stations and interests of their respective regions. 4) Commercial services.

NATIONAL CHANNEL: The national channel of AIR came into air on 18 May, 1988. It covers 70 % of the population and provides a judicious blend of information and entertainment, the programmes includes Indian & western music, investigative reports, magazines, plays, sports, an Urdu segment.

LOCAL CHANNEL: Local channel serves a small area, provides utility service & reaches right into the heart of the community. the programmes of the local radio are a specific & they are flexible and spontaneous enough to enable the station to function as the mouthpiece of the local community.73 local radio stations were planned to open out of which 46 are already started their broadcasts & the rest of the stations are in the pipeline & are in the various stages of completion.

REGIONAL CHANNEL: The regional channel broadcast the region specific programmes like folk, light, film, music, annual akashvani sammelan, classical music etc. 52

RADIO ADVERTISING
EXTERNAL COVERAGE The external services of AIR acts as a bridge between India and the world. The External Services Division [ESD] broadcasts programmes for 71 hrs everyday in 24 languagesgeneral overseas services in English ,15 other foreign languages and in 8 Indian languages for AIR listeners in different parts of the world. External broadcast projects the Indian point of view on worlds affairs and acquaint the overseas listeners with the developments in India along with information on the myriad facets of Indian life, thought, culture, tradition & heritage. The encouraging feedback (about 1200 letters per day) that it gets from its listeners in various services is an eloquent proof of this. The target areas of ESD span almost all the continents and include areas of west, north, east & south east Asia, north west & east Africa, Australia, new Zealand, united kingdom & Europe & of course the Indian subcontinent. in addition to foreign languages, ESD also broadcasts in Indian languages for people settled in different parts of the globe. The services in Hindi, Tamil, telugu and gujarati are directed to Indians in overseas while those in Urdu, Bengali, Punjabi and sindhiare meant for the listeners in the subcontinent in the bordering countries.

COMMERCIALS WITH ALL INDIA RADIO Commercials on AIR commenced on 1.11.1967. Commercials on the national network was introduced from 1st April 1982.the commercial channels on the primary channels were introduced on 26 January 1985, all vividh bharti stations carry commercials, are accepted in the film/light music, programmes, rural, womens programmes & other popular programmes.

53

RADIO ADVERTISING
CODE OF CONDUCT As AIR is governed by government, it has to follow certain code of conduct. Being non profit organization & having mission of community service, it cannot sacrifice the well being of community just to earn revenue through advertisement. 1) AIR cannot select advertisement without screening the script. 2) No alcoholic advertisement allowed. 3) No vulgar advertisement. 4) Non profit motive 5) No song/program should be repeated at least for 4 days. BENEFITS TO ALL INDIA RADIO ADVERTISERS 1) Broadest collection of music 2) Advertising agency registered with AIR 3) All services given by this ad agency like recording, broadcasting material, script etc 4) Widest coverage benefit 5) Highest listenership 6) For the advt of non profit organization only 20 secs is charged for 60 secs ads 7) Listenership abroad SOCIAL WELFARE PROGRAMMES OF ALL INDIA RADIO Being a non profit organization All INDIA RADIO does not conduct any marketing activities to attract advertiser, advertisers themselves approach AIR. Instead it conducts several social welfare programmes through its various programmes on air, such as: English learning programs Blood donation programs Social awareness programs News updates 54

RADIO ADVERTISING
NEW INITIATIVES BY AIR:

Change is in the AIR. Prasar Bharati now plans a 24-hour news radio station not on FM, as one may imagine, but on shortwave. For FM it has other ideas - classical music channels to start with in Bangalore and Lucknow and to be extended across the country later. AIR which produces more than 300 bulletins daily, will also cash in on phone bulletins. The service which is on in Patna, Hyderabad, Kolkata and Delhi at different numbers will be launched across the country with a four-digit common number. AIR planned and developed special packages for the North East and J&K, focusing on the rich cultural heritage, development of infrastructure and the changing scenario in the state. Prasar Bharati is also planning to fill the vacancies in regional stations, especially in North East and J&K, setting up radio clubs and maximizing AIR revenue. Prasar Bharati is set to launch a major campaign aimed at repositioning and total branding of the two FM Channels of All India Radio (AIR). Prasar Bharati is positioning AIR FM Rainbow as a channel offering a buffet fare - Hindi Music, Western Music, Chat shows, Helplines etc. and for this it is launching a campaign in select cities. The publicity campaign of AIR is focused on projecting AIR as the world's oldest and largest radio network both in terms of geographical and population reach and the only source for news and entertainment for people in remote places. AIR as the radio network that communicates with people in their language broadcasting in 24 languages and 146 dialects contributes to the enrichment of Indian classical music and broadcast fast and accurate. It will promote and publicize sports events covered by AIR besides popularizing existing services like Radio on Demand and News on Phone.

55

RADIO ADVERTISING CURRENT PRIVATE FM CHANNELS & TARGET AUDIENCE

No. of Stations 7 4 3 3 1 1 1 1

Player Radio Mirchi Radio City Suryan FM Red FM Go FM Visakha Aamar FM Power FM

Cities of operations Delhi. Mumbai, Chennai, Kolkata, Indore, Ahmadabad, Pune Mumbai, Delhi, Bangalore, Lucknow Chennai, Coimbatore, Tirunelvelli Mumbai, Delhi, Kolkata Mumbai Visakhapatnam Kolkata Kolkata

RADIO MIRCHI 98.3 FM

Radio Mirchi is a nationwide network of Private FM radio stations in India."Mirchi" is a Hindi word for Chilli. The station claims to be as "hot" as Chilli. It is one of the subsidiaries of The Times Group. It has a presence in 7 cities in India namely Ahmedabad, Chennai, Delhi, Indore, Kolkata, Mumbai and Pune. Though Radio Mirchi FM radio stations are located in diverse regions in India it's been successful in attracting local audiences in each of these markets. This is largely due to a superior understanding of audience preferences, which enables it to provide content customized to the taste, language and culture of the local audience. A track record of developing creative and innovative content or programming formats has helped Radio Mirchi expand and retain its audience and advertisers. For example, it has exclusively released the music for Hindi films such as 'Hum Tum', 'Salaam Namaste', and Mangal Pandey' where it enjoyed exclusive rights for FM broadcasting of the music of these films for around two weeks. 56

RADIO ADVERTISING
Radio Mirchi's brand identity is defined by 95% Hindi music and 5% international music. It targets Sec A and B under the age group 18-35. The English MB see it as a station that's too commercial and one that plays too many Bollywood songs. The Hindi MB looks at it as a channel that's very contemporary in terms of music. The study pronounces it as a fit in terms of content and a misfit in terms of the target group and personality. Mirchi, which has the deepest pockets of all, has bought an expensive tracking system called Moods Analysis and Mapping to make sure that it reaches its target audience. Mood Analysis works out what type of music listeners of various age groups want to hear at different times of the day.

TARGET AUDIENCE OF MIRCHI They primarily target students, youth and young working adults. The programming and marketing teams primarily focus on this target audience to develop and market content. Additionally, they follow a 'day-part' method for focusing on different segments of listeners. They divide each day into seven day-parts, which consist of family (7:00am to 11:00am), housewife (11:00am to 2:00pm), youth (2:00pm to 5:00pm), evening drive time (5:00pm to 9:00pm), late evening (9:00pm to 11:00pm), night (11:00pm to 1:00am) and late night (1:00am to 7:00 am). We focus on different target groups during different day-parts and their programming is customized to attract targeted listeners. Programming focus The primary programming focus is on contemporary film music based radio shows. They package the sound recordings of film music with the narrative of our radio jockeys, who also host interviews with various celebrities and engage in dialog with our listeners. They choose the language mix of the music and programs based on understanding of local listener preferences. For example, in Delhi and Mumbai primarily play Hindi music, in Chennai primarily play Tamil music and in Kolkata play a mix of Hindi and Bangla music. The radio jockeys also cater to local listeners by conversing in local languages, such as Tamil in Chennai and Bangla and Hindi in Kolkata. The play list is drawn from a master-list of sound recordings using a research process that is customized and conducted by IMRB. The research measures the familiarity and popularity of various film songs. This play list is updated weekly for new releases. 57

RADIO ADVERTISING
They have been successful in attracting and retaining high quality on-air and creative talent. The radio jockeys are popular in their respective cities. Mirchi Activation In addition to deriving income from sale of airtime for radio broadcasting, they participate in the organization and sponsorship of events and promotional activities, which they term as Mirchi Activation events. These events usually offer advertisers a combination of radio and on-ground events, For example, the Mirchi Activation team recently organized an exhibition called Mirchi Consumex at Delhi and Mirchi Exposure at Ahmedabad, where they worked with several small exhibitors and businesses who ordinarily may not advertise on radio. The exhibitors paid them stall charges and/or sponsorship charges for the activity. By organizing such on-ground activities and promoting them on our radio stations, they derive several benefits, including the following: attracting new advertisers who may normally not advertise on radio; targeting an advertiser's budget meant for on-the-ground activities; strengthening the Radio Mirchi brand; and utilizing our airtime inventory

58

RADIO ADVERTISING RADIO CITY 91FM

Radio City, one of Indias premier FM radio networks, was launched on May 21, 2002 in Mumbai and has captured the hearts of millions of listeners across Mumbai, Delhi, Bangalore and Lucknow by playing truly popular music, attuning itself to the fast-growing radio listeners at each center. Promoted by Music Broadcast Private Limited (MBPL), Radio City is the first and only FM Radio to use state-of-the-art digital stereo FM for unmatched quality in signal strength, clarity and brilliance. To keep pace with the changing market trends, Radio City uses every opportunity to innovate with the category to build stronger involvement and listenership. Listener call-ins, live contests and other interactive shows that are listener friendly and offer fabulous prizes have made the station immensely popular. In keeping with the spirit of innovation, the station has numerous firsts to its credit like pioneering in the genre of game shows with the famous Suno Aurr Lakhpati Bano, hosting junior RJ hunt etc.

TARGET AUDIENCE Radio City on the other hand has a TG audience of SEC A, B, C, D and E between the age group of 18 to 35.The English MB see it as a station that plays only Hindi Bollywood music, and the Hindi MB see it as a station that has great contests and a good mix of Hindi music. The study pronounces it as a fit in terms of content and TG. Radio City, India's premier FM radio network has unveiled its 'new brand campaign', with a new brand promise aimed at differentiating the brand through innovative content, music leadership, thought leadership and passion. The brand promise evolves around the concept of 'City Mein Kho Jao', also the new tagline of the radio station. With a host of on-air & off-air initiatives, the new brand campaign aspires to capture the radio listener through during the course of the day with music that caters to every mood. As part of this new proposition, Radio City has developed a new station anthem, which is composed by Shankar-Ehsaan-Loy, one of India's Best Music Directors, and is brought to life by singing sensation, Shaan, Nihira Joshi and Shankar Mahadevan 59

RADIO ADVERTISING
himself. The new brand campaign firmly focuses on Radio City's core Target Group of SEC AB, in the age group of 18-30 years. The move thus, marks the beginning of an image makeover for the brand, without moving away from the core brand ethos. Radio City aims at redefining the listening experience by introducing innovative, interactive and differentiated content catering to the needs of the present day listener. From creating path breaking programs like Musical-e-Azam to creating content with a discerning focus on Music...like Maya and Chef Ali Khan. The new brand identity is supported by an exciting 360-multimedia campaign. The off-air creatives, position Radio City as a 'companion' who helps the listener move into a positive new world. One rendition talks about moving into a 'romantic' state of mind, one talks about moving to a 'relaxed, chilled out' state of mind while the third talks about moving into a 'fun & masti' state. Radio City plans to provide its listeners with an experiential feel of this new campaign in the true sense of its new brand promise 'City Mein Kho Jao' by taking them to an exotic Kho-jao Point. The kho-jao trip will have one RJ accompanying the listeners, along with musicians and other entertaining artists and will engage them in a host of musical games. A combination of good food and good music, will render the winners with a feeling of "City Mein Kho Jana...." an escape into a blissful world of music. Be it through the vivacious radio jockeys going all out to make the listeners 'smile' and groove to foot-tapping music, interactivity or with the help of novel shows like Babbar Sher, Maya, Musical-e-Azam, Radio City's fresh sound is all set to mesmerize its audience with a unique listening experience!

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RADIO ADVERTISING GO 92.5FM

Go 92.5 FM is an FM radio station in Mumbai, India. The station plays Hindi and English music. It is operated by the owners of Midday, the city's popular afternoon newspaper. Go 92.5 FM was earlier known as Radio Midday. In 2002, the station was relaunched as an English music station. However, it switched over to 50% Hindi music to boost its revenues. One of the most popular shows on this station is "Good Morning Mumbai" which runs on weekdays from 7 am to 11 am. This show is the subject of the majority of the posts on the message board of the station's website. A number of other shows such as "College Radio", "Big Brunch" and "Night Shift with Glenn" are fairly popular with the city's youth. The station broadcasts at 92.5 megahertz. The number represents the traditional working hours: 9 to 5.

TARGET AUDIENCE Go 92.5, plays English and Westernized Hindi music, it targets Sec A to B1 individuals between the age group of 15-45. The English MB (music buffs) perceive it as a radio station that plays good English numbers and has eloquent RJ's whereas the Hindi MB dismiss it because it's too English centric in it's approach. Keeping in mind the discerning Mumbaikar aged between 15 and 45, Go aims at providing the very best in entertainment, information and music.. Now grown up and standing tall on its own, Go ensures the perfect mix of the contemporary and the classic, bolstered by Cityscan, weather and traffic updates and local events.

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RADIO ADVERTISING RED FM 93.5

RED FM 93.5,a part of The India Today Group, is a radio station with attitude and

plays popular Hindi music. Positioned as the Voice of the Common Man, Red FM 93.5 is the only station listening to the masses and addressing the common man's issues in an entertaining manner. The station's attitude is well captured by Red's new baseline Bajaate Raho! It signifies that Red will not take things lying down - at the same time, will not lose their sense of humor. Red FM is present in Delhi, Mumbai and Kolkata. With an all new revamped programming, special T-Series Music, new Star RJs like Malishka , Simran and Suresh Menon and an aggressive marketing campaign, Red FM is the fastest growing radio station. RED FM's special tie-up with T-series presents a huge competitive advantage. Not just that, Red uses international research technology called DMT (Digital Media Test) to research listeners' taste in music .The primetime breakfast show, Morning #1, sees 2 new RJs in Mumbai and Delhi- Malishka (Mumbai) and Simran (Delhi)-who are vivacious, bubbly and full of 'bajate raho' attitude. Red also welcomes back noted comedian Suresh Menon to a new show, Comedy #1 in Mumbai, with buddy and the popular RJ Hose. Suresh Menon also creates a laugh riot in two newly launched humour segments-Angry Ganeshan and Junior Post Office. RJ Anuraag Pandey in Mumbai continues to entertain listeners in his late morning show while Surendra Sharma regales all with his deadpan humour. Last but not the least, Ameen Sayani, the golden voice of radio, offers a hand-picked collection of his best interviews with the legends in the world of music and movies. Not just that, Red FM's innovative marketing campaign seems to have taken the station's popularity through the roof. Mumbai is abuzz with Red's current innovative outdoor hoarding campaign that has taken the city by storm (Source-DNA, Business India, Aaj Tak). Real-life objects namely car, raft, buckets, ghagra cholis, scissors and graduation degree - each representing an issue that touches the common man's life - were put up on hoardings. Supported by a 360 62

RADIO ADVERTISING
degrees campaign involving fun and interactive ground activities targeting the listeners as well as the trade, seems to have touched a chord.

TARGET AUDIENCE Red FM targets an audience in the Sec A,B,C category in the 25 plus age group. The brand identity for the radio station is all about hot music, English and Hindi, Personality jockeys and late night talk shows. The English MB see it as a station that has a good mix of music and irritating but funny RJ's. The Hindi MB see it as a station that plays good Indipop and Punjabi numbers. Its mostly regarded as a misfit in terms of TG.

63

RADIO ADVERTISING CONTENT ANALYSIS OF RADIO PROGRAMME

PROGRAM

TARGET GROUP

THEME/ CONTENT WISE

COMMENT

Less of interaction, more of advertisement, hardly songs played consecutively, Hindi songs, poll stuff shd be made more active Women, Ash Contest, Devdas, Less of interaction, Long Speaks abt the coming Breaks, songs played things to come, Snajeev consecutively, old & Mumbai Kapoor -website Remix Hindi songs, Meri Jaan Sanjeev kapoor repeats the same stuff thrice in 10 min Afternoon Yuva interview, nighar khan Rj still has that golden listeners, women interview,Devdas, DingDong touch, connects well, Youngsters not that Total Filmi participative, Long Breaks, mixture of old hindi songs Evening Traffic Update, Celebrity new songs and retro, Listeners, people Interview - contest, poll, more advt, Bumper to coming from new songs and retro, whats Songs could be more Bumper office happening in city, bappi da cool & energetic Night & old age Speaks about love stuff Dil Chatha Listeners Hai Just Jagoo Early morning Listeners. Old & cool songs, Rj connects well, interactive

Office goers, Stars Interview, poll, traffic morning listeners updates, hindi songs, devang patel, devdas, Hello Manilala shah, poll stuff Mumbai

Good new hindi songs. Talks RJ is good. Energetic about things to come feel to the show. throughout the day

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RADIO ADVERTISING

PROGRAM

TARGET GROUP

THEME/ CONTENT WISE

COMMENT

Morning Kasa Kai Listeners, Mumbai Ksbkbt, saans Women

Speaks About city, baabar Interactive, Catchy sher, jokes, humor, haaka and Funny bakka, popat Repetition of tv shows Mixed Response

Women, afternoon Radio Raga listeners

Soft songs, Play Games, old songs & 90s songs

Rj has created a bond with listeners, songs as per situation, huge women following

Evening Games, Interviews, talks to Going Good, more listeners, people, haaka bakka, Advertisement people coming Garam Thada SMS poll Route no 91 back from office Youth Horror Show Mixed Response

Apradhi Kaun Rahein NA Rahein Hum

Old People

Old & cool Songs

Mostly songs played but also a good RJ

Love Guru Youth Night Show Pareshaan ho mein Youth

Solves Love Related Songs Plays Songs As Per Situation, interactive, Different Funny Stuff, talks abt daily Catchy & goes Well as life problems well as Different

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RADIO ADVERTISING

PROGRAM Bhakti Songs

TARGET GROUP

THEME/ CONTENT WISE

COMMENT Going well with target group.

Early morning, Bhakti songs spiritual people Morning Listeners

Namaskar Mumbai

General stuff About More songs, less Rj Mumbai, Mixture of talk, less interactive new & old songs, flim Reviews, traffic update Mixture of oldies and hits, takes calls from listener Soft music. yeah meri life hai contest. Consequent songs, less RJ talk. Plays hindi classics Again, less RJ chat and more continuous music Consequent songs. Rj is boring.

Aaina

Women and afternoon listeners

Afternoon Taal se taal listerners mila Happy Hours Evening listeners.

Lamhe

Makes fun of the English language. Sharmaji se poocho, Dialogue ke dhulayi Night listeners Old classics hindi songs, Ghazals dating back to the 60s.

Going well with the listners. Does not have too many ads.

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RADIO ADVERTISING

PROGRAM

TARGET GROUP Early morning listeners. Office goers and youth

THEME/ CONTENT WISE Special interviews, speaks about the whole day, has shows like Aao guess kare, Raapchik Sajjan, bol bachhan, wake up song

COMMENT Rjs are excellent., very popular and the show is very interactive and constantly innovating.

Good Morning Mumbai

women., Aap kya paka sakte hai. Going well with the women listeners, and The mid-day people sitting Tol mol ke bol at home people sitting at home show Program Target Group Theme/ Content wise Youth College Radio Evening Listeners, office executives Youth Has innovative shows like campus star, Exam Board, Girl Talk, whos at the door Has shows like dating, contest abt yeh meri life hai, lord of lyrics, random sms Classic & Rock Music, retro music (totalyy english) Comment Lot of interactivity, youth ar enjoying, quite catch, Rj Popular Popular among youth & executives

Horn Ok Please

Night Shift

Has become a Niche show

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RADIO ADVERTISING SCHEDULE & RATES OF FM STATIONS

RADIO MIRCHI SCHEDULE

Time 06.00 07.00 8.00 9.00 10.00 11.00 12.00 13.00 14.00 15.00 16.00 17.00 18.00 19.00 20.00 21.00 22.00 23.00 12 am 1 am 2 am 3 am 4 am 5 am Chaska Mix Mirchi top 20 B2b Angrezi top 20 B2b B2b Indipop B2b B2b Mirchi Top 20 My 98.3 B2b DR Love DR Love DR Love DR Love DR Love Dil chahata hai Dil chahata hai Dil chahata hai Dil chahata hai Dil chahata hai CLUB MIRCHI Bumper2 Bumper Bumper2 Bumper Bumper2 Bumper Bumper2 Bumper Bumper2 Bumper Bumper2 Bumper Bumper2 Bumper Khoobsurat Khoobsura t Khoobsurat Khoobsurat Khoobsurat Khoobsurat MON Just Jaago Hello Mumbai TUE Just Jaago Hello Mumbai WED Just Jaago Hello Mumbai THRUS Just Jaago Hello Mumbai FRI Just Jaago Hello Mumbai SAT Just Jaago Hello Mumbai SUN B2B B2B Mirchi Morning Mirchi Morining Mumbai demand Mumbai Demand Astro Astro My 983 Back 2 Back Back 2 Back Back 2 Back Indi Pop Mirchi Top 20 Mirchi Top 20 Angrezi Top 20 Chaska Mix Chaska Mix Cub Mirchi My 98.3 B2b B2b B2b B2b

Total Flimi

Total Flimi

Total Flimi

Total Flimi

Total Flimi

Total Flimi

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RADIO ADVERTISING
RADIO MIRCHI RATE CARD 1 Rate card for solo spot rates (Rs/1 sec )
Day Part 7 am 8 am 8 am 12 am 12 am 5 am 5 pm 10 pm 10 pm 7 am Time band Family Family / Drive Housewife / traders / youth Drive Bpo/ Youth / Drive

Delhi 500 850 260 550 260

Mumbai 500 650 250 400 250

Chennai 220 260 145 220 145

Kolkata 220 260 145 220 145

Ahmadabad 170 215 130 170 130

Pune 170 215 130 170 130

Indore 90 100 60 90 60

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RADIO ADVERTISING RADIO CITY SCHEDULE

TIME MON TUES 5.00:0 0 AM 5:30:0 0 AM 06:00: 00AM 06:30: 00AM 07:00: 00AM 07:30: 00AM 08:00: 00AM 08:30: 00AM 09:00: 00AM 09:30: 00AM 10:00: 00AM 10:30: 00AM 11:00: 00AM 11:30: 00AM 12:00: 00PM 12:30: 00PM 01:00: 00PM 01:30: 00PM 02:00: 00PM 02:30: 00PM 03:00: 00PM 03:30: 00PM 04:00: 00PM 04:30: 00PM 05:00: 00PM 05:30: 00PM 06:00: 00PM 06:30: 00PM WEDNESDAY THURSDAY FRIDAY SATURDAY SUN

Intstumentals play only if jock is in place. Calm and light 5.00 am to 7.00 am (Savera) Calm and light 6.00 am to 9.00 am Radio City SAVERA

KASE KAI MUMBAI (Prachi) Producer: Utkarsh Jock to move from Joyful to energetic and cheerful. 8,00 am to 11.00 am

KOMEDY KA KING KONG From joyful to energetic

KOMEDY KA KING KONG

SUNDAY KE FUNDAY (Kavita) Producer: Monaz

11.00 am to 2.00 pm Masala Mix (Lavanya) Producer:Utkarsh handover links with Annirudh from 1.30 to move into romantic and calm. KOMEDY KA KING KONG BOSS ka BOSS (Ravi) (Romantic and cheerful)

2.00 pm to 5.00 pm FILM VILM PYAR VYAR (Annirudh) KOMEDY KA KING KONG

MANGTA HAI (Paragi) Producer: Monaz

Producer: Monaz handover links with Route No.91 jock Request Hour (Kyon Sunayen) 5.00 pm to 6.00 pm ROUTE NUMBER 91(Rahul) Producer: Monaz (From Romantic to Happy/Cheerf ul ) Countdown Show, Enthusiasm, Anticipation Dhoom Pichak Dhoom (Praveen)

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RADIO ADVERTISING
07:00: 00PM 07:30: 00PM Komed 08:00: y ka 00PM King Kong 08:30: 00PM 9:00:0 0PM 9:30:0 0PM 10:00: 00PM 10:30: 00PM 11:00: 00PM 11:30: 00PM 12:00: 00AM 12:30: 00AM 01:00: 00AM 01:30: 00AM 02:00: 00AM 02:30: 00AM 03:00: 00AM 03:30: 00AM 04:00: 00AM 04:30: 00AM 05:00: 00AM Rahul anchors Komedy ka king kong INDIAN IDOL Approximately 7 links go on air Move to Mellow Music Laidback and relieved Maya to start on January 15th Laidback, Serene, Relieved Disco Nights (Sohini ) Starting Monday 22nd January. Move into mellow music Producer Monaz

Best of KKK (8.00 to 9.00pm) with songs in between

LOVE GURU Producer: Alok SeSerene, Calm and Quiet

JAAGTE RAHO (Praveen Bharati/Vishakha/Monaz

Back to back music

(Back to back music)

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RADIO ADVERTISING RADIO CITY RATE CARD

Spot rates based on 10 seconds (in Rs.) 4

Time bands Round the clock (Any 8 hour time band) 0800-1200 1700-2100 1200 - 1700 2100 - 2400

Mumbai 91 FM 1700

Delhi 91 FM 1700

Bangalore 91 FM 2100

Lucknow 104.8FM 600

2000 1800 1800

2000 1800 1800

2500 2200 2200

700 650 650

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RADIO ADVERTISING

GO 92.5 FM SCHEDULE
Time 07001100 hrs Monday Tuesday Wednesday Thursday Friday Saturday Sunday Big Brunch (0800-1200 hrs) T-Man

Good Morning Mumbai (GMM) Jaggu & Taranna

11001400 hrs

The Midday Show Shruti

Mumbai Matinee (12001600 hrs) Ravi

14001800 hrs 17001800 hrs

College Radio Nadir Orange Request Hour

Back to Back (1600-1800 hrs) Travel Guy

18002100 hrs

Horn Ok Please Malini

Mumbai Top 20 (1800-2100 hrs) Annie & Sangram

21000000 hrs 00000100 hrs

NightShift Glenn

Bacardi Breezer Vivid Nineties on 925 Nights Chris Malini Live DJ Set Sandy

Midnight Shift

Midnight Shift

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RADIO ADVERTISING

GO 92.5 FM RATE CARD

Time Monday Tuesday Wednesday Thursday Friday Saturday Sunday Big Brunch (0800-1200 hrs) T-Man Rate: 1000/Mumbai Matinee (1200-1600 hrs) Ravi Rate: 750/Back to Back (16001800 hrs) Travel Guy Rate: 750/Mumbai Top 20 (1800-2100 hrs) Annie & Sangram Rate: 1000/Bacardi Breezer Vivid Nights Malini Rate: 875/Live DJ Set Sandy Rate: 600/Midnight Shift Rate: 600/Nineties on 925 Chris Rate: 500/-

07001100 hrs

Good Morning Mumbai (GMM) Jaggu & Taranna Rate: 2000/-

11001400 hrs

The Midday Show Shruti Rate: 1000/-

14001800 hrs 17001800 hrs

College Radio Nadir Orange Request Hour Rate: 1000/-

18002100 hrs

Horn Ok Please Malini Rate: 1750/-

21000000 hrs

NightShift Glenn Rate: 875/-

00000100 hrs

Midnight Shift Rate: 600/-

*All rates are per 10 seconds of airtime Super Prime Time Band (0800hrs-1000hrs) and (1800hrs-2000hrs)

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RADIO ADVERTISING

Red FM 93.5 Schedule

Monda y Tuesday Wednesday Thursday Frida Saturday y Sunday Hello Mike Testing TBD (HMT 092 26-0306 feat. ) Asli 30 Siddharth (A30 088 26-03-06) Arnaz

7:00 Morning # 1 - Malishka 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 0:00 1:00 2:00 3:00 4:00 5:00 6:00 Back To Back Abhinav Mumbai Local - Jose & Dilip Anuraag Ke Raag - Anuraag TBD Abhinav TBD Arnaz

7:00

8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 0:00 1:00 2:00 3:00 4:00 5:00 6:00

Comedy # 1 - Jose Mera Waala Gaana - Arnaz Abhinav & Suresh Menon Sharma Ji Se Poochho - Dilip & Surendra Sharma Mumbai Local Dilip Dilip

Asli 30 Saturday Siddharth Night Live (A31 088 - Jose 25-03-6)

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RADIO ADVERTISING

RATE CARD RED FM

INDIVIDUAL CITY RATES City Prime Mumbai 1,800 Delhi 2,100 Kolkotta 1,500 Super Prime Time: Mornings 8:00 a.m. to 10:00 a.m Evenings 6:00 p.m. to 8:00 p.m.

SPT 2,400 2,850 1,800

NPT/ROS 1,350 1,350 900

Prime Time:

Mornings Mornings Evenings Evenings

7:00 a.m. to 8:00 a.m. 10:00 a.m. to 11:00 a.m. 5:00 p.m. to 6:00 p.m. 8:00 p.m. to 10:00 p.m.

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RADIO ADVERTISING ESTIMATED COST

The campaign to be run for 1 month estimated cost : Mirchi : Bumper 2 Bumper 3 ads * 30 days

= 90 ads * Rs 1000 per ad = Rs 90,000

Total Filmi

- 3 ads * 30 days

= 90 ads * Rs 1200 per ad = Rs 108000

Total cost for placing ad in Mirchi: Rs 90,000 + 108000 = Rs 1,98000

City :-

Kyun Sunaye

- 1 ad * 30 days = 30 ads * Rs 800 = Rs 24000 2 ads* 30 days = 60 ads * Rs 800 = Rs 48000 2 ads * 30 days = 60 ads * Rs 1000 = Rs 60000

Go :-

College Radio :

Horn ok please:

2 ads * 30 days = 60 ads * Rs 500 = Rs 30,000 Total cost for placing ads in Go 48000 + 60000 + 30000 = 138000 TOTAL COST OF CAMPAIGN: Mirchi + City + Go 198000 + 24000 + 138000 = Rs 3,60,000

Midnight shift:

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The advertising efforts are more focused on two FM channels Mirchi and Go, Mirchi as it very popular among the respondents and has a high reach and Go cause it is preferred channel by our target audience The number of spots on the two FM channels suggested are around 5 6 spots per day based on the listening habits of the people The time slot chosen is mostly Non Prime time as our target audience tune in to radio at that point of time although they are few programmes which are in prime time liked by the respondents so due consideration have be given to those time slots also. One of the channels Radio City also an ad is placed cause the programme kyun sunaye is liked by most of the respondents and also it is during non prime time 5 pm to 6 pm during which our target audience tunes it. During the afternoon time slot which is the most popular one, ads are placed on three channels so as to minimize the chances of our advertisement being missed by the target audience Most the ads are placed during Non Prime keeping in mind the budget and the popularity of that time slot but wherever essential ads also placed on prime time.

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RADIO ADVERTISING PERSONAL INTERVIEW (QUESTIONNAIRE)

PEOPLE INTERVIEWED 1. ARUN BIJLANI SENIOR MANAGER (SALES) RADIO MIRCHI 2. AMIT VICHARE ASSISTANT MANAGER (SALES) RED FM 3. BHARAT SHARMA ASSISTANT MANAGER (SALES)- RADIO CITY 4. FABIAN COWAN SALES HEAD (MUMBAI) GO FM

1. What does GO/ RED / MIRCHI / CITY represent? Mirchi : It represents HOT music City Go Red : It represents the music content that connects with the people : It represents young people with attitude and mentality for music : It represents Attitude and voice of a common man

2. How have you positioned GO/ RED / MIRCHI / CITY? What is your USP? Mirchi: Apka Apna Bollywood station! The ultimate stop for all the film world buzz. Mirchi caters to the young at heart. Its a royal mix of fun and entertainment! As far as music is concerned, we are a hit radio format. We play music, which is already a hit amongst audiences. And we do not break new songs. 80 per cent of Mirchis content is contemporary Bollywood music Thats the Mirchi fare for you As our punch line says, 'it is hot.' We have a very clearly defined position - we are a contemporary hit radio station, and our TG is 15 to 35 - SEC A and B. Most of the music that we play today is post 1995, 96. City: Its music for the masses , the songs played really connect with people Radio City plays only hit music, which is predominantly in Hindi whether classics, Bollywood music or Indipop with a playlist designed from extensive consumer research. Go: GO 92.5 FM has always positioned itself as a fun and young Mumbai brand. As a radio station, whatever we do in terms of programming or marketing, are efforts to maintain and substantiate this positioning. Red: Red is all about being bright, being fresh and being vibrant. It's the opposite of dull. Red is the color of life and connotes energy. Everything we do around the station 79

RADIO ADVERTISING
reflects this attitude and adds to the brand. We are vivacious and that's what the brand has now come to mean.

3. Who are your Target Audience? Mirchi : City Go Red : : : They are youth 15 35 Sec A, B 15-35 sec A1, B1, B2 15-40 Sec A, B 15 40 Sec A, B, C, D music for masses

4. How well do you connect with college students? Are there any specific efforts (events) on your part to do that? Mirchi : There are specific shows targeted at youngsters such as Bollywood Centric and Totally Filmi City : There are shows targeted at youngsters where efforts are taken to make

them involve and participate Go : We have a special show which is meant for college students called College College events tie ups with 150 colleges, Rizvi festival saskam

Radio Which connects well with college students Red :

5. What is your definition of a good radio advertisement? Mirchi : That is creative and connects well with the people City Go Red : That is humorous, relates, useful and can be recalled easily : That makes sense, prompt the consumer to take action : That creates response, triggers people on the move

6. Radio has an audio appeal unlike TV, which has a visual impact also, so why do you think advertisers should consider radio as a viable medium for placing their ads? Mirchi : Radio is a medium which can heard by the people at anytime while Tv you have to devote specific time

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RADIO ADVERTISING
City : In TV the viewership is always limited whereas radio as medium can be heard

anytime and everytime, one more advantage is that on radio is possible to make correction quickly, which takes lot of time on TV. Go : Its takes lesser time to grasp an audio impact than TV impact , words get

registered in the mind faster. Red : Time spent on TV has reduced before it was 160 mins per day now it as

become 120 mins , radio reach is better than TV and also it is less costly as compared to TV.

7. Do you go by a time- band strategy? Does the segmentation addresses specific audience for various day parts? Mirchi: Yes, we have 7-11 mainly for office goers , 11-5 which is meant for youngsters , 5-9 again for office goers and House Wife 11-5 City: Morning office goers , Evening office goers , afternoon youngsters, but however its more of mood mapping where music is played according to mood Go: Yes, 7 11 Young professional 11-2 - Young women 2 6 - Young college students 6- 8 - Office goers 8-10 - Mature audience 12- 5 - BPO crowd Red: Yes, 7- 11 office goers 11- 2 House wife 2 5 College Students 6 11 office movers

8. What all marketing activities have been taken on by GO/ RED / MIRCHI / CITY in order to build itself as a brand? Mirchi : As far as marketing is concerned, there are two aspects to it - establishing the brand itself so that it has a top of mind recall and secondly, to develop a large number of loyal listeners 81

RADIO ADVERTISING
In Mumbai we have tie up with colleges such as NMIMS with their event Sampark, also umbrella are distributed with mirchi name on it. City : Live favourite songs are played on radio channels where audience themselves

are involved and their requests are played which makes the show popular and the channel Go : College radio with is really popular helps Go to gets the popularity and such

shows helps to build itself as a brand Red : Many on the ground activities are taken place such as the whole lower parel

station was painted red to promote RED Fm brand apart from that bus shelters etc.

9. How would you describe the audience of Mumbai? Are they any different as compared to other metros? Mirchi : Yes, More vibrant, Energetic, Fast pace of Life City Go : not much difference, music has any categories : Yes, Adapts to fashion more quickly, fast paced , tolerant , voice their Opinion Red : Yes, in terms of flavour of music chosen, its typical Mumbaikar type.

10. What role does content innovation play in keeping ahead of competition? What is the strategy of GO/ RED / MIRCHI / CITY in terms of deciding on the kind of content in city like Mumbai? Mirchi : Its an interactive medium so definitely the content has to be such that it appeals to the audience City : Radio City has pioneered innovative programming techniques, be it for the

genre of gameshows or various other contests. For monsoons, we are having a special programme called Radio City Gaddha Tere Naam, which has been specially designed to address the issue of potholes. The strategy for each city depends on its listener-base and the local needs. However, the content needs to be innovated almost on a daily basis to retain freshness. The RJ is a friend for the listener and how he looks at topical issues makes the listener tune in.

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Go : Content innovation plays very important , we play a mixture of hindi and English

music , its all about the way you say , presentation plays important role in appealing to the audience Red : Research guides us on deciding the content. What the competition does is not of prime importance. Music is a stations identity; one has to undertake thorough research on the desired target group. Some songs are played more frequently than the rest but all the songs have to cater to that market. Radio is like the theatre of the mind. Take away the visual and keep only the sound, you and I will see something different. Its a powerful medium.

11. What genre of programming appeals to listeners today? Mirchi : If we are talking about youngsters then Hip Hop music City Go Red : More of show where requests are played : It depends on the kind of audience, the music that then can relate to. : Request songs, more of morning shows, breakfast shows

12. Which are the programmes on your radio channel targeted at youngsters and which is the best time slot to reach them on your channel Mirchi : Bumper 2 Bumper 2pm to 5 pm Total Filmi City Go Red 5 pm to 9 pm

: Kyon sunaye request songs 5 pm to 6 pm : College Radio 2 pm to 6 pm, Horn OK Please 6 pm to 9 pm : Mera wala Gana 2 pm to 5 pm

13. Any one show on your channel that you call extraordinary and feel proud which really connects with youngsters also? Mirchi : Bumper to Bumper City Go Red : Kyon sunaye : College Radio : Morning No 1

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RADIO ADVERTISING
14. What is the stations current advertiser profile? Mirchi : Corporate: Hutch, reliance Infocom , ICICI . City Go Red : UTI, LIC, BPCL, GO AIR, Sony music. : Hutch, BPL, Apollo tyres , LIC : Hindustan lever, Sony, Zee, Star, Today, Lexi

15. Do you feel advertisement of products such as pens is effective on a medium like radio? if so why ? Mirchi: Yes, it serves as a reminder medium to products such as pens , it has to be complimented with print campaign or TV , It is more of a tactical medium. City : Yes, it serves as a local medium which connects with the local people so

products such as pens can be advertised on radio. Go : Yes, Products such as pens equally need to create brand awareness as much

as other products do and radio is a very effective medium for that. Red : Yes, cause radio is a cost effective medium and products such as pens can be

advertised on radio which has a high reach and it serves as a reminder medium.

16. Now that radio has firmly established itself, are local advertisers looking at radio as a part of the regular media plan? And, are they accepting radio as a reminder medium or a brand-building medium? Mirchi : Its more of a reminder medium which has to complemented with print or TV campaign City Go Red : Its a mixture of reminder and brand building medium : It acts more of a support medium; it helps to reinforce the awareness : Its more of reminder medium has to be supported with TV

17. What role does an RJ in attracting youngest to your radio station? Is a Radio Jockey a support to the station? Mirchi : An RJ has to be creative in his talks, he is the one who connects with the people and plays the role of pulling the crowd towards the station City : He is like the local celebrity who pulls the crowd 84

RADIO ADVERTISING
Go Red : He creates a bond with the audience : Interactive, Voice of the audience, presentation and the content or they would

be just plain music.

18. Name any radio commercial you think was effective, and why? Mirchi : Airtel campaign which has first run on radio and later on cause of its popularity also came on TV (the one Shahruk khan in it) City Go Red : Health club advertisement talwalkars : Hutch advertisement jingle, Clinic all clear : Nerolac - Jingle

19. Where do you rate GO/ RED / MIRCHI / CITY as compared to other fm stations ? Mirchi : Mirchi is No 1 cause it has a more reach as compared to its advertisers City Go : City is No 1 with a listernership of around 20 lakhs per day : Go ranks 4th as far as listernership but rating it in terms of advertisement and

awareness its 2nd Red : We effectively reach the people we target. So we are number one in the

segment that caters to our target audience. Mirchi is probably the number one brand as far as radio is concerned. I cannot however see how that connects to the actual listenership in that terms we may be 3rd.

20. Finally, what are the future plans of your channel? Mirchi : It plans to expand its presence to 25 more cities and to 32 stations City Go : To position itself as the most powerful Indian FM brand : Realignment will take place in order to face the competition with more number

of stations coming up and still have the same number of audience Red : Expansion plans to 45 cities, marketing campaigns, placing ads on television

also in future

85

RADIO ADVERTISING RESEARCH METHODLOGY

Through this project I have made an effort to understand the advertising tool called radio advertising which is being increasingly recognized by marketers as a powerful tool that helps in finding new customers and retaining the existing ones at a much lesser cost. Research Objective: 1. To determine the listening habits, the perceptions and the preferences of radio listeners. 2. To determine if radio is an effective medium for products such as pens. 3 .To determine the best channel for advertisement on radio. 4. To identify the most effective time slot and its impact for placement of advertisement of Linc Gelstick Pen based on the most popular radio channel.

Type of Research: Descriptive Research

Research City: Mumbai

Sample Size: For survey purpose the sample size chosen is 150 people.

Sampling Technique: Stratified Random sampling

We will stratify our sample on the basis of:

AGE GROUP 15 18 19 21 22 25 26 28 29 & ABOVE TOTAL 38 35 44 28 5 150 25.33 % 23.33 % 29.33 % 18.66 % 3.33 %

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EDUCATION JUNIOR COLLEGE SENIOR COLLEGE POST GRADUATE TOTAL 42 42 66 150 28 % 28 % 44 %

Methodology Employed: 1. Questionnaire in English 2. Personnel Interview

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RADIO ADVERTISING SURVEY QUESTIONNAIRE

Date: Day: PERSONAL DETAILS 1. Name: Time:

2. Telephone No/Mobile No:

3. E-mail Address:

4. Age: AGE 15-18 19- 21 22-25 26-28 29 and above 5. Gender: GENDER Male Female

CODE 1 2 3 4 5

CODE 1 2

6. Educational Qualification Educational Qualification. Junior college Senior college Post graduate CODE 1 2 3

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RADIO ADVERTISING RESEARCH QUESTIONAIRE

1. Do you LISTEN to FM-Radio? Answer Yes No Code 1 2

2. Which is the FM Radio stations name that you aware of? 1. _____________ 2. _____________ 3. _____________ 4. _____________ 3. The catch line of various FM Station are given below can u recall the name of the station 1. Its hot ________________ 2. City mai kho jao ________________ 3. Sound of Mumbai ________________ 4. Bajate Raho ________________

4. The FREQUENCIES of FM-Radio stations are given below. Which of them are you aware of? Answer 98.3 92.5 91.0 93.5 Code 1 2 3 4

5. Which of the following FM stations do you listen to most frequently? Answer Radio Mirchi Radio City Red Go Code 1 2 3 4

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6. Your Reason for listening to that particular Fm station Answer Code 1. Better Music 1 2. Radio Jockey 2 3 3. Good mixture of content on the channel (timing, Commercials, News, Music) 4. Information (News, Sports, Contests) 7. How many times in a week do you listen to FM Radio? Answer 1. Everyday 2. Once in Two days 3. Once in Three days 4. Twice in a week Code 1 2 3 4 4

8. Which part of the day do you tune into FM? Time slots Answer Morning 6 am to 7 am 7 am to 8 am 8 am to 9 am 9 am to 10 am 10 am to 11 am 11 am to 12 pm Code Answer Afternoon 12 pm to 1 pm 1 pm to 2 pm 2 pm to 3 pm 3 pm to 4 pm 4 pm to 5 pm 5 pm to 6 pm Code

1 2 3 4 5 6

1 2 3 4 5 6

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RADIO ADVERTISING

Answer Evening 6 pm to 7 pm 7 pm to 8 pm 8 pm to 9 pm 9 pm to 10 pm 10 pm to 11 pm 11 pm to 12 pm

Code

Answer Night 12 am to 1 am 1 am to 2 am 2 am to 3 am 3 am to 4 am 4 am to 5 am 5 am to 6 am

Code

1 2 3 4 5 6

1 2 3 4 5 6

9. How long do you listen to radio FM in a session? Answer 1. 20 mins or less 2. 20 to 40 mins 3. 40 to 60 mins 4. More than an Hour Code 1 2 3 4

10. How do you normally access your Daily Dose of your favorite FM ? Answer Multi-System Portable FM-Receiver Mobile Phone Car Others Code 1 2 3 4 5

11. Do you normally switch channels? Answer Yes No Code 1 2 Go to Q12 Go to Q13

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12. Reason for switching Channels? Answer RJ Talks Commercials To get Better Music Code 1 2 3

13. List your favourite programmes on your Favorite FM station 1. _________________ 2. _________________ 3. _________________ 4. _________________

14. List your favourite programmes on other FM stations 1. Radio City _________________ 2. Radio Mirchi _________________ 3. GO _________________ 4. RED _________________

15. Which brands of pen do you recall? 1 _____________ 5. ___________ 2. _____________ 6. ___________ 3. _____________ 7. ___________ 4. _____________

16. From where did you come to know about these pens? Answer TV Radio Friends / Family Print Bus Shelters Code 1 2 3 4 5 Go to Q19 Go to Q17 Go to Q19 Go to Q19 Go to Q19

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17. Can you recollect any Pen Advertisements on FM? Answer Linc Add Lexi Reynolds Today Parker Code 1 3 4 5 6 7

Go to Q18 Go to Q19 Go to Q19 Go to Q19 Go to Q19 Go to Q19

18. Do you recall the Punch line for Linc pens? _______________________________________ _______________________________________

19. Which Pen Brands do you mostly purchase? Answer Linc Montex Add Lexi Reynolds Today Parker Code 1 2 3 4 5 6 7

20. Do you feel a Pen Ad.? On FM will enthuse you to buy that Brand? Answer Strongly Agree Agree Neither Disagree Strongly Disagree Code 1 2 3 4 5

THANK YOU 93

RADIO ADVERTISING TABLES & ANALYSIS

GENDER RATIO

MALE

47%

53%

FEMALE

Out of sample size of 150 respondents, 80 were males and 70 females (refer table 1.0)

Education

Post grad 44%

junior coll 28%

junior coll Senior coll Post grad

Senior coll 28%

Out of sample size of 150 respondents, 42 were from junior college, 42 from senior college and 66 were postgraduates (refer table 1.1)

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BRAND RECALL OF FM STATION
Brand Recall of FM station
130 139 11 Radio Mirchi (98.3) 90 Red (93.5) Go (92.5) Radio City (91.00) 0 119 31

50

110 116 100

Aided

150

No of respondents

124 131 200

250

26 19 300

Top of Mind

Unaware

Observation: (refer table 1.3) Radio Mirchi is the most popular FM station with a strong brand recall of 130 respondents enjoying 88.66 % recall followed by Radio City with 77.33 % recall. Respondents were able to recall these stations quickly. Next to follow is Go which is not far behind Radio Mirchi and Radio City however many of respondents were unaware about Red which not favourite among the respondents as around 31 respondents were unaware about it.
Catch line Recall
160 140 120 100 80 60 40 20 0 134

No of People

122 55

105
Series1

Mirchi

City

Red

Go

FM station

Observation: (refer table 1.4) It can be observed that respondents can strongly recall the catch line for Mirchi with 134 respondents able to recall it thereby enjoying 89.33% recall followed by city which is not far behind with 122 respondents enjoying 81.33 % recall however only 70% respondents recalled Go catch line followed by Red with only 30 % recall. 95

RADIO ADVERTISING
Frequency Awarness of Station

160 140 120 100 80 60 40 20 0 Mirchi City Red Go

No of People

Series1

FM Station

Observation: (refer table 1.5) It can be observed that nearly 92.66% of the respondents were able to recall the frequency of Mirchi station which shows there is a strong awareness for it although Radio city is not too behind thereby enjoying a 89.33 % recall of frequency followed by Go with 74% and red 70%.
Prefernce for FM station
No of respondents 140 120 100 80 60 40 20 0 128 102 96

110
Series1

Mirchi

City

Red

Go

FM station

Observation (refer table 1.6) It is clear from the above table that the respondents have a clear preference for Radio Mirchi enjoying a preference of 85.33 % however an important thing to observe is that even though Go does not score high on brand awareness as compared to radio city its more preferred to Radio City among youngsters enjoys a preference of 73.33 % better that Radio City with 68%.

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Main Reason for Preference
Info 7%
Better Music

Good Mixture 35%

Better Music 41%

RJ Good Mixture Info

RJ 17%

Observation: (refer table 1.6) It can be observed that main reason for preference of FM station is Better Music, the kind of music played on the FM is the reason for its popularity however respondents also feel that a good mixture of Music, updates, Commercials is also the reason why they prefer listening to that particular FM station , although RJ plays an important role in pulling the listeners towards the station but however is not considered as important as better music and good mixture of content.
Frequency in a week
100 90 80 70 60 50 40 30 20 10 0 88

No of people

47

12 3 Everyday Once in two days Once in three days Twice in a week

Days

Observation: (refer table 1.7) It can be observed that nearly 58.66 % listen to FM everyday while almost 31.33 % of the respondents listen to FM once in two days followed by 8 % respondents who listen once in three days while only 2 % tune in twice in a week thus shows there are more number of respondents tuning in everyday

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BEST TIME SLOT PREFERED BY RESPODENTS
Time SLot - Morining
45 40 35 30 25 20 15 10 5 0 42 32 20 24 17
Series1

No of People

31

Moring 6am - 7 7 am - 8am - 9am - 10 am - 11 am am 8 am 9 am 10 am 11 am 12

Timing

Time Slot - Afternoon

160 140 120 100 80 60 40 20 0 132 140 132 111
Series1

No of People

112

121

Timming

Time Slot - Evening

120 100 80 60 40 20 0 113 109 98

No of People

95

84

76
Series1

Timming

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RADIO ADVERTISING
Time Slot - Night
120 No of People 100 80 60 40 20 0 Night 12 am - 1am - 2 2 am - 3 am - 4 am - 5 am 1am am 3 am 4 am 5 am 6 am Timming 12 10 5 15
Series1

112 90

BEST TIME SLOT (PREFERENCE OF TIME TO TUNE IN A DAY) No of Respondent 20 17 24 32 31 42 % No of Respondent 112 121 132 140 132 111 % 74.66 80.66 88 93.33 88 74

Morning
6 am -7 am 7 am- 8 am 8 am -9 am 9 am-10 am 10 am-11 am 11 am-12 pm

Afternoon
13.33 11.33 16 21.33 20.66 28 12 pm-1 pm 1 pm-2 pm 2 pm-3 pm 3 pm-4 pm 4 pm-5 pm 5 pm-6 pm

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Night
12am-1am 1 am-2 am 2 am-3 am 3 am-4 am 4 am-5 am 5 am-6 am

No of Respondent 112 90 12 10 5 15

Evening
74.66 60 8 6.66 3.33 10 6pm-7 pm 7pm-8 pm 8pm-9 pm 9pm-10 pm 10pm-11 pm 11pm-12 pm

No of Respondent 113 109 98 95 84 76

% 75.33 72.66 65.33 63.33 56 50.66

Observation: (refer table 1.8) From the above analysis we can see that most popular and most heard time slot is 2 pm to 5 pm where there are more number of respondents tuning in to listen to FM almost 90 % of the respondents find that slot to be their favourite and make sure to tune in at that point of time, if we have a look at the morning time slot then most respondents tune at 11 am to 12 pm nearly 28 %, is highest in the morning slot , we see that the afternoon slot almost 70 to 90% of respondents tune in at that point of time which means that advertisers should place their advertisements at this point of time , then almost 70% of the respondents prefer to tune at evening at 6 pm to 8 pm , as far the night slot is concerned 12 am to 1 am is most popular and heard.

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Frequency in a day
90 80 70 60 50 40 30 20 10 0 84 55

No of People

8 40 to 60 mins More than an hour

20 mins or 20 min to 40 less mins

Time

Observation: (refer table 1.9) It can be observed that 56% of the respondents listen to FM more than hour while 36.66% of respondents listen to FM for about to 40 to minutes and less number of respondents less for 20 to 40 mins or less .

Mode of Access

160 140 120 100 80 60 40 20 0

135 90

No of people

125 85
Series1

15 Multi System Portable Fm receiver Mobile Phone Car Others

Mode of Access

Observation: (refer table 2.0) It can be observed that majority of the respondents tune in to FM by way of portable FM receiver nearly 90% while since most of the youngsters have a mobile phone with FM almost 84 % tune in through mobile followed by multi system at home and by car where nearly 60 % of respondents tune in.

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Switching of Channels

0 24 126
Switch Channels Yes No

Observation: (refer table 2.1) When asked if they prefer to switch channels we see that a majority of them prefer to switch channels almost 84 % and only 16 % stick with the same channel

Main Reason for switching

Better Music 47% RJ Talks 30%
RJ Talks Commercials Better Music

Commercls 23%

Observation: (refer table 2.2) It can be observed that majority of the respondents 47% prefer to switch channels not because they find commercials irritating but they want to listen to good music which makes them switch channel in between if they find that music is boring, RJ talks also makes them switch channels and only 23 % would switch channel to actually avoid advertisements.

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No of Respodents
Favourite Programme

160 140 120 100 80 60 40 20 0

125 98

121

135 94 105 112 106 110 101 106 93

122

Observation: (refer table 2.3) From the Analysis we can observe that favourite programme among the Respondents is College radio which is aired on Go with 90 % of respondents choosing it to be their favourite followed by Bumper to Bumper which is favourite among 83.33 % of the respondents aired on Mirchi, while the closest to it is Mid night shift which is again aired on Go in the midnight favourite among 81.33 respondents, while the rest the programmes which follow are favourite among 60 to 70 % of the respondents.

No of respondents

Brand recall of Pen

140 120 100 80 60 40 20 0 88 102 116 128 68 62

Brands of Pen

Observation: (refer table 2.4) It can be observed that 85.33 % of respondents were to recall the brand parker as it advertised all through the year on radio and on TV while the closest to it is Lexi which is mostly advertised during season but respondents have a strong recall for it, while 68 % 103

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respondents were able to recall today and only 58.66 % respondents were able to recall Linc which means that more efforts need to be put in order to create brand awareness for Linc.
Source of Awarness
No of Respodents 160 140 120 100 80 60 40 20 0 136 122

88

111

75

72

TV

Friends / Family

Source

Observation: (refer table 2.5) It can be observed that almost 90% came to know about the brands of pens through TV but important thing to observe is that next source of awareness is radio 81.33 % of respondent came to know about the brands of pens from radio followed by print which is also closest to radio enjoying 74% awareness.

Brand Recall of Pen on FM

No od respodents 120 100 80 60 40 20 0 102 55 44 42 51 110

Brands of Pens

Observation: (refer table 2.6) It can be observed that brand Parker enjoys 90% recall of the respondents followed by Lexi, which enjoys 83.60 % while Linc brand, recall was only 45.08 recall, which means More efforts could be put in to increase its awareness by increasing the frequency of Advertisements.

Bus shelters

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Hoarding

Radio

Print

RADIO ADVERTISING
PUNCH LINE RECALL LINC
Punch Line recall - Linc

No 60%

Yes 40%

Yes No

Observation: (refer table 2.7) It can be observed that 22 respondents were able to recall the punch line while nearly 60 % that is 33 respondents were not able to recall it.
Purchase Behaviour of Pens
No of Respondents 120 100 80 60 40 20 0 102 55 2 18 42 58 65

Brands of Pens

Observation: (refer table 2.8) It can be observed that majority of the respondents purchase Lexi almost 70 % followed by Parker which enjoys a share of 43.33 % then Linc and Today with a share of nearly 40 %

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Conviction of FM ADs
No of Respondents 70 60 50 40 30 20 10 0 61 40 27 16 6 Strongly Agree Agree Neitheir Disagree Strongly Dsiagree

Observation: (refer table 2.9) It can be observed that nearly 40% agree that they would go ahead and purchase the pen if they are convinced about its advertisement on FM and 26% strongly agree with that followed by 18% who have no opinion and 10% disagree that pen ad would enthuse them to buy the pen .

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RADIO ADVERTISING PERSONAL INTERWIEW QUESTIONS RELATED TO CASE STUDY

1. Do you feel advertisement of products such as pens is effective on a medium like radio? If so why? Mirchi : Yes, it serves as a reminder medium to products such as pens, it has to be complimented with print campaign or TV , It is more of a tactical medium. City : Yes, it serves as a local medium which connects with the local people so

products such as pens can be advertised on radio. Go : Yes, Products such as pens equally need to create brand awareness as much

as other products do and radio is a very effective medium for that. Red : Yes, cause radio is a cost effective medium and products such as pens can

be advertised on radio which has a high reach and it serves as a reminder medium

2. Any advertisements of Pens of your channel? Mirchi : Cello earlier City Go Red : Lexis, Linc, parker : Lexis : Lexi, Today

3. If products such as pens have to be advertised on radio what would be the best programme and time slot on your channel? Mirchi : Bumper 2 Bumper 2-5 City Go Red : Kyun Sunaye 5 pm to 6 pm , Bollywood Masala Mix 11 am to 2 pm : College radio 2pm 5pm : Mera wala gana 11 am to 2 pm

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RADIO ADVERTISING CONCLUSION

From the above analysis the inferences that could be drawn are as follows:

1. Advertisers while planning should not make the mistake of attempting to convert TV viewers to radio but must promote their advertisements on radio treating it as a different brand altogether.

2. Radio Channels are now able to fine tune their programmes to niche audiences at different time slots and thus provide media planners with an appropriate tool to decide where best their ad spend on radio goes

3. Radio is cost effective medium not only to be treated as reminder medium but also the one which creates brand awareness

4. Instead of spreading the spots through the day/week, focus on the time brands that work for your target audience eg early morning traffic time for working men and afternoons for youngsters, even if they are at a marginal premium

5. Schedule at least 6 spots per day station chosen to create sufficient salience. If budgets are a constraint , compromise on length of campaign 6. In a multi station FM market, spread your budget with at least two stations thereby reducing the risk of not being heard

7. Advertisers can focus the efforts on Radio Mirchi which has a high reach and enjoys a brand awareness of 88.66% also is the most popular among the respondents.

8. Radio city has a better brand recall than Go FM but however Go connects well with college students and is preferred by them which is the target audience that Advertising Avenues is looking for. The respondents may not be able to recall the name of the 108

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channel that their favourite programme is aired but however they know the name of the show and the timings which is the reason we see that GOs college radio programme scores better than most the Radio city Programmes.

9. If Advertising Avenues had to place the advertisements on radio, instead of concentrating their efforts on one channel they can place the advertisements on multiple channels such as Radio Mirch is which most popular and has a high reach and Go which connect well with college students cause of their programmes.

10. Time slot to place the ads from the point of view of the target audience is 2 pm to 5 pm which is the most heard time slot and also most the respondents have their favourite programmes played on this time, although it is non prime time but it connects with the TG another non prime slot to be considered is 12 am to 1 am.

11. The other time slots to be considered as far as prime time goes is 11 am to 12 pm and 6 pm to 8 pm which is also most heard time slot

12. There is Strong brand awareness for brand Parker as its advertised on TV as well as on radio and the campaign is run throughout the year ,while Lexi campaign even though its run only in season ,its mostly advertised heavily on multiple FM channels, more brand awareness needs to be created for brand Linc , it should be advertised on television and complimented with radio as we see that the frequency on ads is less so respondents are not able to recall it so should be increased and not concentrate on one channel but motile channels.

13. Radio offers tremendous opportunities for advertisers and, media planners need to explore various options by which they can effectively use radio in their media mix. Conversely, broadcasters need to develop the market by being more responsive to the advertiser's needs. This will provide an opportunity for the market to arrive at the final verdict on the effectiveness of the medium.

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RADIO ADVERTISING Suggested Media Plan Based on Inferences and Analysis

7am 11a m

Station

11am2 pm

2 pm 6 pm B2B 2pm-5pm Frequency3 ads * Rs 1000 = 3000 Kyun sunaye 5pm-6 pm Frequency1 ads * Rs 800 = 800

6 pm 8pm Total flimi 5pm- 9pm Frequency3 ads * Rs 1200 = 3600

11 pm onwards

Total Cost Per day Rs 6600

Mirchi

City

Rs 800

Red Go College Radio 2pm-6pm Frequency2 ads * Rs 800 = 1600 Horn OK please 6pm-8 pm Midnight Shift 12 am to 1 am Frequency- Frequenc 2 ads * y Rs 1000 = 2 ads* 2000 500 Rs 1000 Rs 4600

Rs12,000 Source: Market Rates as given by Advertising Agency (Avenues)

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RADIO ADVERTISING BIBLIOGRAPHY

While working on this project I visited some of the radio stations and they gave me some information However to support the same I have done some most of the research work from the following text books:

The advertising handbook by Dell Dennison Direct Marketing Management by Mary Lou Robert and Paul Berger.

Newspapers and Magazines

Times of India Economics Times Business Standard Financial Express

Various websites were also visited such as, www.allindiaradio.org www.radiomirchi.com www.star.co.in www.go925fm.com www.rab.co.uk www.exchange4media.com www.agencyfaqs.com www.timesofindia.com www.hinduonnet.com www.economicstimes.com www.indiatoday.com www.scribd.com

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