Radio as a advertising madia

1. RADIO AS A ADVERTISING MADIA
BY
SMART LEARNING WAY

2. FLOW OF PRESENTATION
1) Definition of advertising
2) what meant by advertising?
3) Introduction to radio advertising
4) Radio as a advertising media
5) Planning radio advertising
6) Government regulation of radio advertising
7) Features of radio advertising
8) Importance of radio advertising

3. CONTINUE
9) Advantages
10) Disadvantages
11) Conclusion
12) Review of the topic
13) Bibliography

4. DEFINITION OF ADVERTISING
• Advertisement has been defined as ‘any
paid form of non-personal presentation or
promotion of ideas, goods or services by an
identified sponsor’.
• The institule of practitioners in advertising
definition says:
“Advertising presents the most persuasive
possible selling message to the right
prospects for the product or service at the
lowest possible cost”

5. What is meant by "Media Advertising"?
Media advertising comes through paid
advertisements in radio, newspapers,
magazines and television. Other types of
advertising may include direct mail, trade
shows, telemarketing, Yellow Pages listings,
etc.

6. INTRODUCTION
 Some of the conditions outlined above apply to
radio. You will find at least one radio set in every
household in industrialised countries. Most of
the time, listening to radio demands no
concentration by the consumer. He or she can
be occupied in other activities at the same time
as listening to the radio: reading, bathing,
ironing, designing, polishing diamonds. Indeed,
radio is often described as audible wallpaper.
When surfing the net, reading E-mails or
studying online offer by advertisers,

7. The consumer needs to concentrate on the screen
on-line advertisers have therefore to make their
presentations as interesting and motivating as
possible – especially as the consumer may have
the radio on in the background.
 Radio cannot be used for commercial
advertising in many other countries of the world.
The international broadcasting corporation set up
in 1930 used to undertake commercial
advertising up to the outbreak of world war 2.
The programmes, sponsored largely from
England, were broadcast through radio parts,
radio Normandy and the Luxembourg radio.

8.  At present, commercial advertising through the
medium of radio Ceylon radio Pakistan and Vividh
Bharati of AIR (Bombay, Delhi, Calcutta, and
Madras). A good number of manufacturers of such
goods as have mass appeal are making use of the
service to convey their shles message to an ever
increasing number of listeners. That radio is one of
the up and coming media of advertising is
sufficiently borne out by the growing popularity of
commercial services of the Vividh Bharati both
among children and grown – ups. This makes radio
useful as a medium of advertising for products of
wide mass appeal.

9.  Of all the media, radio has the shortest closing
times:
 Radio uses only an audio (sound) signal. The
copy can be submitted up to air time.
Announcements can be made very quickly. It can
secure dealer support. It has a very wide appeal.
It is suitable even for illiterate people. Repeat
message is quite common. Spoken word has
greater impact than written word. with the entry of
FM radio programme ranging from all talk to
Indian and Western music, certain target markets
can be easily approached. However, radio cannot
permit selective advertising.

10.  It cannot give detalied information. It has low
memory value. People remember far more of what
they see than of what they hear. It may not be very
effective as listeners may not like it.

11. RADIO AS A ADVERTISING
MEDIA
 Since its inception, radio has become an integral
part of our culture. In some way, it touches the
lives of almost everyone, every day. Radio, as a
medium, offers a form of entertainment that
attracts listeners while they are working, traveling,
relaxing or doing almost anything. A farmer, for
example, may listen to the radio while he is having
breakfast or plowing his field. People driving to
work often listen to the radio. Radio offers
information such as: news, weather reports, traffic
conditions, advertising and music for your listening
pleasure.

12. PLANNING RADIO ADVERTISING
 As with other forms of advertising, all planning
begins with deciding what is to be achieved.
Realistic objectives for radio will be concerned with
image – building and raising awareness; it is
extremely difficult to run direct – response
advertising on radio, and in fact this is virtually
never attempted. Radio stations, like press media,
produce rate cards which give a breakdown of their
audience demography and audience figures for
different times of day.

13.  These figures are usually independently audited
by RAJAR and occasionally include comparisons
with other radio stations in the area – naturally,
only those that are favorable to the station
concerned are likely to be included. spot rates
vary greatly between stations, according to the
audience figures and location and, as with press
advertising, it is unwise to rely solely on CPT
calculation. Also, spot rates vary within stations,
according to the time of day and type of listener.

14. GOVERNMENT REGULATION OF
RADIO ADVERTISING
 As with TV, radio is regulated by the Government.
The original UK regulator, the IBA, was replaced
by the radio authority in 1991 which exercises
control over what may and may not by broadcast.
The main provisions of the code of conduct are
shown in table.
provision Example
Prohibition of some
products entirely
Cigarettes, pornography,
escort agencies.

15. Adverts must not
offend against
taste or decency
No racist, sexist or obscene
language is allowed .
Adverts must not
mislead the
audience
Although a certain amount of
advertising ‘puff’ is expected,
adverts must be reasonably
truthful. This especially applies
to medicines, financial services,
and environmental claims.

16. Features of Radio Advertising
 Radio advertising is a mass, effective and relatively
inexpensive advertising media. It allows the
advertisers to cover large segments of their target
market audience during the day time and, especially,
during the hours when the other Media fail to do so.
For many people, the radio has become a life
background and the radio advertising comes in
unobtrusively.
 Such distinctive characteristic of the radio advertising
is its ability to 'turn on' customers' imagination. They
tend to view radio as a life's background and their
personal daily companion.

17.  Unlike other Media, which requires more
interaction from the customers, the radio serves as
a routine life background. People get used to listen
to it. The radio does not strain them and does not
require much interaction.
 The radio advertising provides a high contact
frequency rate with the customers.
 Many radio stations broadcast mostly music and
news with the advertising in between. Thus, the
radio advertising gently carries out its information
to the listeners.

18.  Music and sound is crucial for the radio
advertisements. It is highly significant to make the
right selection not only of texts or songs, but of the
accompanying sounds. The sound is the main radio
advertising tool.

19. Importance of Radio Advertising
• According to radio consultant Bay Area Radio
Advertising, radio reaches more than 228 million
Americans every week. Compared to television,
radio is a less expensive advertising medium.
For small businesses, radio can be cost-effective.
Due to the number and variety of radio stations
that abound, it also offers the advantage of being
able to target specific demographic groups.

20. 1) High Reach:-
More than 80 percent of Americans listen to the radio
in the car. People listen to the radio in their homes,
offices, elevators, outdoors and even in the dentist's
office. With Internet and satellite radio, people are
listening to more radio than ever before.
Radio does a great job of reaching vast numbers of
people, increasing the possibility that your message
will be heard. To be effective, your radio message
should be heard three or more times in one week.

21. 2) Target Markets:- With radio stations
specializing in rap music, oldies, pop, Christian,
Gospel, hip-hop, classical, contemporary music, talk
shows, on air auctions and sports, you can find a
station that your customers enjoy. Imagine reaching
100,000 potential clients each day. That is the
power of radio.
3) Low Cost:- Creating a radio campaign is much
less expensive than it is in television. In 2009, if you
recorded a commercial with professional voices,
sound effects and studio charges, expect to pay an
average of $1,500 for a 30-second spot. Compare
that to 30 seconds on television, which can run
$126,204, according to independent media agency,
Target Cast TCM.

22. 4) Creative Campaigns:- Radio is exciting
because the listener's imagination is empowered.
Just think of the restaurant commercial for a
famous 1/4-lb. cheeseburger. As the announcer
describes the cheese melting into the bun, your
mouth begins to water, and you begin to think
about where to eat lunch. Radio is effective.
5) Promotions:- To stretch your marketing dollars,
tie in with special events and promotions in your
community. Frequently, radio stations broadcast
from remote locations to support non-profit events
and business promotions. If a remote broadcast is
outside your budget, find out when the next non-profit
remote will be held and tie your advertising
campaign into it.

23. • For instance, if the radio station will broadcast
from a women's conference next month, use your
commercial to advertise a discount for anyone
bringing in the program from the conference.
Radio is versatile so you might have to think in
creative ways to use it to your advantage.

24. ADVANTAGES
 Radio are cheap and portable:- most people
own a radio, and most households own several:
they are often taken on trips to the beach or
park, or taken to work.
 There is no need to be literate to enjoy
radio:- The spoken word is understood by
everyone who is native to the country. This is a
useful characteristic in many markets.
 Live medium:- Like TV, radio is active, so it
can grab the attention better than press
advertising.

25.  Does not require the listener’s sole attention:-
Radio is often listened to while driving, working,
doing housework, or engaging in leisure pursuits.
 Hard to zap ads:- Unlike TV, radio are not usually
fitted with remote controls so the listener usually
hears the advertisements.
 Can be Localised:- FM stations are short – rang
and adverts can therefore be targeted to a local
audience.
 Can be targeted to different people at different
times of day:- Workers listen for time – or travel
– checks around breakfast time; drives listen while
driving to and from home; housewives and factory
workers listen during the day. This ability to target
accurately has been called narrowcasting.

26.  Cheapness and flexibility:- Radio has much of
the immediacy of TV, but at a fraction of the cost.
In particular, production costs of radio adverts are
tiny by comparison with television commercials.
 Intimacy of the medium:- People usually listen
to the radio in a relaxed and private situation –
while in bed, while driving, in the bathroom, or
while doing housework at home. This makes
radio a more friendly medium than, say,
billboards or even TV.

27. DISADVANTAGES
 Audio medium only:- This means it is
impossible to show or model the product.
 Relies heavily on audience imagination:-
This makes it difficult to position the product,
since the audience’s perceptions play a bigger
role, and the advertiser has less control over
events. The joint message construct between
sender and receiver is heavily biased in favour
of the receiver.

28.  Transient medium:- Adverts are impermanent,
so details such as price, addresses of stockists
etc. cannot be easily retained by the listener.
 Inattention of listeners:- Radio is often merely a
background noise used to make boring tasks more
tolerable – the listener is not really listening very
closely.
 Low number of listeners:- The number of
listeners is usually small compared to the number
of people within listening range of the station.
 Difficult to measure:- Unlike press adverts,
where coupon returns might be used, or other
communications media such as exhibitions or
sales calls, it is hard to know who has heard the
advertisements and how it has affected them.

29. Much of the effect is below the conscious level.

30. CONCLUSION
• Radio cannot be used for commercial advertising
in many other countries of the world. Describe
radio structure and advertising, its audiences, and
the advantages and disadvantages of radio
advertising. Radio advertising can be delivered via
networks, through syndication, and through spots.
However, radio cannot permit selective advertising.

31. REVIEW OF THE TOPIC
1) Definition of advertising
2) what meant by advertising?
3) Introduction to radio advertising
4) Radio as a advertising media
5) Planning radio advertising
6) Government regulation of radio advertising
7) Features of radio advertising
8) Importance of radio advertising
9) Advantages
10) Disadvantages
11) Conclusion

32. BIBLIOGRAPHY
An introduction to marketing
By:- D Amarchand
B Varadharajan
Marketing management
By:- S. A. Sherlekar
Himalaya publishing house
Marketing communications
By:- Jim Blythe

33. Fundamentals of Business organisation and
management
By:- Y. K. Bhushan
Salesmanship and publicity
By:- Rustom S Davar
Sohrab R Davar
Nusli R Davar
Advertising frank jefking revised
By:- Daniel Yadin