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enue 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 Rs 808.4 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 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. It is also aptly suited for local promotions, and once audiences can be targeted, it has tremendous potential to eat into local mediums.

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.

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 memories:

Relevant : This includes Ads which mentioned areas or names of specific interest, e.g. films, outlets selling favoured brands, concerts

Vague/ not relevant: This includes 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 Sonic brand Triggers (SBT's) and sing them out loud.

Pros and Cons of Radio Advertising

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

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 can't afford a TV set. Therefore 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. F本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。