RADIO AS A ADVERTISING MADIA

BYSMART LEARNING WAY

FLOW OF PRESENTATION1) Definition of advertising 2) what meant by advertising?3) Introduction to radio advertising4) Radio as a advertising media5) Planning radio advertising6) Government regulation of radio advertising7) Features of radio advertising8) Importance of radio advertising

CONTINUE

9) Advantages

10) Disadvantages

11) Conclusion

12) Review of the topic

13) 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 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”

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 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,

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 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.

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 some products entirely

Cigarettes, pornography, escort agencies.

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:- 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.

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.

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.

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.

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.

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.

REVIEW OF THE TOPIC

1) Definition of advertising 2) what meant by advertising?3) Introduction to radio advertising4) Radio as a advertising media5) Planning radio advertising6) Government regulation of radio advertising7) Features of radio advertising8) Importance of radio advertising9) Advantages10) Disadvantages 11) Conclusion

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