RADIO AS A ADVERTISING MEDIA
BY
SMART LEARNING WAY
CONTENTS
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
12) Bibliography
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 institute 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”
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.
INTRODUCTION
Some of the conditions outlined
above apply to radio. You will find at least one radio set in every household
in industrialized 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, and
polishing diamonds. Indeed, radio is often described as audible wallpaper. When
surfing the net, reading E-mails or studying online offer by advertisers,
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.
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.
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.
It cannot give detailed
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.
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.
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.
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.
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 same cigarettes, pornography,
escort
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.
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.
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.
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.
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.
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.
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.
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.
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.
ADVANTAGES
·
Radio are cheap and portable:-
o
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:-
o
The spoken word is understood by everyone who is
native to the country. This is a useful characteristic in many markets.
·
Live medium:-
o
Like TV, radio is active, so it can grab the
attention better than press advertising.
·
Does not require the listener’s sole
attention:-
o
Radio is often listened to while driving,
working, doing housework, or engaging in leisure pursuits.
·
Hard to zap ads:-
o
Unlike TV, radio are not usually fitted with
remote controls so the listener usually hears the advertisements.
·
Can be Localised:-
o
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:-
o
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 narrow casting.
·
Cheapness and flexibility:-
o
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:-
o
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.
DISADVANTAGES
·
Audio medium only:-
o
This means it is impossible to show or model the
product.
·
Relies heavily on audience imagination:-
o
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.
·
Transient medium:-
o
Adverts are impermanent, so details such as
price, addresses of stockists etc. cannot be easily retained by the listener.
·
Inattention of listeners:-
o
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:-
o
The number of listeners is usually small
compared to the number of people within listening range of the station.
·
Difficult to measure:-
o
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.
Much of the effect is below the conscious level.
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.
BIBLIOGRAPHY
By:-
D Amarchand
B Varadharajan
By:-
S. A. Sherlekar
Himalaya publishing house
Marketing communications
By:-
Jim Blythe
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
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