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Radio brings intrusiveness to a magazine campaign, and there is less ad avoidance; radio can bring to life ideas which might seem flat on the page; radio can more strongly convey the advertising tone of voice. It allows brands to speak to consumers close to certain activities - driving, cooking, housework etc

In detail”:-

Radio offers fast turnaround within the long copy deadlines of magazines, and the opportunity for geographical variations.

T Recall of advertising. At the post-stage, you will be seeking to detect spontaneous and prompted awareness.

T Commercial recognition - playing the ads to respondents.

T Thoughts on what the main message of the ads was

Creating the right mix

A fieldwork was conducted by IMRB(Indian Market Research Bureau) to know about the listeners which encompassed the entire Mumbai urban agglomeration through a random sampling of 6,000 households and 3,600 individuals.

With the growing salience of Radio, IRMB believes that time is ripe for a continuous Radio audience measurement system. IMRB International decided to launch RADAR RADIO LISTENERSHIP SYSTEM - the continuous radio audience measurement system in Mumbai.

The findings have helped many radio stations to develop. The following is the standard procedure involved in calculating the listenership of a radio station.

The research can be undertaken by the research agency voluntarily to be sold later to companies, or on particular request by a company.

* A project is selected and a deadline is given.

* All the interviewers are informed of the above and a questionnaire is given.

* A sample size is decided which is spread all over the target city / town etc.

* When the questionnaires are filled, they are complied and sent to the analysis department

Analysis

While the overall reach of radio in India is high it can be seen above that awareness of private radio channels is not much. Prasar Bharti(AIR) has the highest awareness which is due to the fact that it is a government channel with a pan India coverage and enjoyed monopoly when the radio space was shut for private players. Being the only service provider it was able to penetrate deep into the Indian market. The private fm players mainly having license for big cities and towns although are gaining awareness in cities and towns they are still in their growth stage and for them to be known everywhere they have to diversify geographically and reach the rural population where the radio is a very important medium of entertainment. Which is why the new entrants are vying for their share of the pie and encouraging the government to release more airwaves for them.

Radio is very popular with the sec D/E market due to its cheap cost. Radios are now available at prices below Rs.50 which make it very affordable. While the sec A, B have a wider variety of entertainment available to them radio is not widely used. However with new players entering the market and providing the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。