Radio: An Effective Medium of Advertisement

Abstract

The reach to the mass through air is “FM Radio”. FM Radio has the twin benefit of that it has a wide coverage along with cost effectiveness. In 12 major cities in India, we have 245 private FM Radio stations. Radio has become a primary local advertising media, which appeals to a narrow segment of the population with a highly special programming. Across India, various radio channels have a deeper understanding with radio agency. The effectiveness of radio as an advertising media can be studied and analyzed by its importance. The effectiveness of radio as an advertising media is analyzed in this paper; primary research was conducted through a survey to study the radio listenership pattern of consumers. Consumer’s response to different types of radio ads can be analyzed and understood by the kind of radio advertisement which becomes successful. To attain the objectives, a primary research was conducted with a questionnaire which was well designed. The data were collected from 321 people in Pune and the surrounding regions over a period of two months. The results showed that perception of listeners was influenced by various factors that allow them to judge whether to act on the advertisement or not. The term effective advertisement can be coined when the advertisement is played on the right channel, with right frequency, at right time-band, and has the potential to grab the minds of the consumers.