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A presentation on power of radio advertising RADIO IS VISIBLE at Brand Klub Ahmedabad By Mr.Vinay Prashant – Cluster Head Radio Mirchi (Gujarat) Mr.Rahul Namjoshi – Station Head My FM (Gujarat)

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    1. 1. A presentation on power of radio advertising RADIO IS VISIBLE at Brand Klub Ahmedabad By Mr.Vinay Prashant – Cluster Head Radio Mirchi (Gujarat) Mr.Rahul Namjoshi – Station Head My FM (Gujarat)
    2. 2. Radio : As a Medium
    3. 3. Ambient Medium <ul><li>Easy to consume : You don’t have to make an extra effort to entertain yourself </li></ul><ul><li>Encircles the audience </li></ul>
    4. 4. A Good Partner <ul><li>It travels with the audience, wherever he/she goes all the time </li></ul><ul><li>It begins where the print ends </li></ul><ul><li>Last medium consumed before purchase </li></ul>
    5. 5. Local <ul><li>Radio is a local medium </li></ul><ul><li>Provides a good platform for area-specific campaigns </li></ul><ul><li>Very Low Spill-over </li></ul>
    6. 6. Captive Audience <ul><li>A Radio listener develops an inbuilt habit of listening it </li></ul>
    7. 7. Reminder Media <ul><li>People generally tend to forget things </li></ul><ul><li>Here radio helps the ad-messages by reminding the people at the right time & place </li></ul>
    8. 8. Clutter Breaking <ul><li>Radio helps in breaking the clutter for any advertiser as ad-avoidance is very low in this medium </li></ul>
    9. 9. Innovative <ul><li>We can execute n-no. of innovative ideas </li></ul><ul><li>Can generate quick response of any campaign </li></ul>
    10. 10. Changing Media Trends In West… Roy Morgan Research single source data (Ppl 14+); January - December 2008 Hrs/ week New Media Is Gaining Grounds
    11. 11. Changing Landscape Of Media In India… IRS 2009 R1 Medium Start Date Current Reach Newspaper 17th Century 32 Cr Readers TV 1960 45 Cr Viewers Radio 1975 17 Cr Listeners Internet 2000 5 Cr. Visitors monthly Mobile 1996 44 Cr users connections
    12. 12. All India Radio penetration is 20% Tier 2 & 3 Cities Radio Penetration is 26%! IRS 2009 R1 Figures in ‘000  All Radio All India 852333 169804     20% Tier 2 & 3 Cities 22833 5871 Media Penetration   26%
    13. 13. <ul><li>60% of Audience on Radio spends 1 to 3 hrs </li></ul><ul><li>Vs 48% watching TV </li></ul>ONE Very High Time Spent On Radio Ormax Media / 7 Cities/ Dec’08   Time Spent Radio TV Print upto 1 hr 28% 29% 60% 1 to 3 hrs 62% 48% 19%
    14. 14. Radio Consumption Is Higher Than Other Medium… % (Number) Average no. of days in a week Hansa Research/ Aug 08 /Chandigarh. Media Consumption weekly Radio Is A High Engagement Medium
    15. 15. Radio with Other Media
    16. 16. Radio Adds To TV <ul><li>Radio boosts the effect of TV Advertising when used together – The Multiplier Effect. </li></ul><ul><li>Radio delivers 15% lift in Brand Awareness, when 10% of TV Budget is re deployed on Radio </li></ul><ul><ul><li>Millward Brown Study, UK. </li></ul></ul>
    17. 17. Television + Radio Results In… <ul><li>Dramatic increase in frequency of message exposures </li></ul><ul><li>Message reaching out to ‘light’ TV viewers also. </li></ul>
    18. 18. <ul><li>Radio works during the hours in the day when TV audience is lower </li></ul><ul><li>Radio works when product relevance is higher (like Pizza advertising in afternoon band on radio coinciding with snacking time) </li></ul>Television + Radio Results In…
    19. 19. What happen if Radio is added to a TV campaign? – Milward Brown Study (UK) In other words, by redeploying 10% of TV money to Radio results 15% increase in total advertising awareness Media Multiplier Effect with Radio Original TV only campaign Revised campaign with 10% of TV re-deployed to radio TV component Radio component 267 5 1335 240 5 1200 189 3 0.6 340 1540 X X X X = = = } +15.4% TV GRP TV Awareness Index Total Awareness Scores TV Awareness Index Radio Awareness Index 10% less TV GRP TV Awareness Scores Radio factored to take in account TA coverage Total Awareness Scores 7X27 GRP (cost Factor) Radio Awareness Scores
    20. 20. THREE Radio Adds To Print. A Study by US Radio Advertising Effectiveness Lab (RAEL)
    21. 21. Brand Awareness Increases Dramatically For Print + Radio Campaigns RAEL – The Benefits Of Synergy. The audience exposed to radio generated almost three times the brand recall compared to the audience exposed to newspapers only.
    22. 22. The Audience Are Able To Provide Much Better Message Playback, For Print + Radio Campaign RAEL – The Benefits Of Synergy.
    23. 23. <ul><li>Brands can focus their activity around Key Target Groups on Radio </li></ul><ul><li>Audience Profile Varies Across the Day; thereby allowing ‘Day Part’ Targeting </li></ul>Radio Offers Effective Targeting
    24. 24. Listeners’ Profile – by time & gender (%) Very discreetly defined in case of Radio. Ormax Media /July’09/ Indore
    25. 25. Listeners’ Profile – by time & age (%) Ormax Media Research /July’09/ Indore 60%
    26. 26. Radio Is The Last Medium Consumed Before A Purchase Is Made!
    27. 27. Radio Lends Believability To Ad Message <ul><li>Radio Is a Friend; Used for emotional reasons – to keep the spirits up. </li></ul><ul><li>A valuable context for advertiser to appear in! </li></ul><ul><li>The Trust rubs off on to the brand message. Radio Messaging has a higher believability than other medium. </li></ul><ul><li>Classic Case of - </li></ul><ul><ul><li>Binaca Geet Mala </li></ul></ul><ul><ul><li>Hawa Mehal Shows. </li></ul></ul>
    28. 28. SEVEN Power of Interactivity. <ul><li>Radio has the unique ability to interact & engage with Audiences, continually inviting them to respond in various ways - SMS, Outdoor Broadcast (OBs) & Events. </li></ul><ul><li>Levels of interaction on radio are high. More than a third of Radio Listeners have engaged in some form of station activity- ( as per Radio Days 3 – RAB) </li></ul><ul><ul><li>Visiting station </li></ul></ul><ul><ul><li>Called Station Phone line </li></ul></ul><ul><ul><li>Sent in a dedication </li></ul></ul><ul><ul><li>Gone to a concert/ roadshow </li></ul></ul><ul><ul><li>Entered a contest </li></ul></ul>
    29. 29. Radio Collaborates with Authorities Pictures of Radio Van for Voter’s I-Card registrations…
    30. 30. Ek Koshish: Collecting woolens for Homeless people 18000 household wisited – 60,000 pieces collected and given away.
    31. 31. TEN Most Cost Effective Medium TV Rs. Lacs Cost of a 4 week campaign(20 sec spot) 120 Reach (People, who watch TV at least 4 days a week) 273569000 CPT (Rs.) 44 PRINT   Cost of a print campaign (8-9 states, 60 cc front page ads, 2 publications in each state) 80 Number of people reached (Literates, who read at least one publication) 233719000 CPT (Rs.) 34 RADIO   Cost of 4 week radio campaign ( 2 leading stations, 8 spots a day @ 20 sec) 19 Number of people reached (listen to radio at least 4 days a week] 106698000 CPT (Rs.) 18
    32. 32. Radio Is A Medium with The Lowest Ad Avoidance SouSrcSource: Western International Med International Media ia e: Western International MediaSSsoso
    33. 33. Reads Newspaper to catchup on happenings Listens to Radio for news updates Entertainment Gets alerts for breaking news, stock prics on Mobile Logs on to Internet for follow-up stories Reads more TV Time Uses Radio for entertaining himself Radio Finds Audience in Housewives; Youth; Traders/ Shop owners Day In Life of Audience Radio Time Radio Works The Most During Purchase Hours
    34. 34. Radio Case Studies
    35. 35. <ul><li>NESCAFE ORIGINAL </li></ul><ul><li>Say Good Morning to a good day ahead!! </li></ul><ul><li>Background </li></ul><ul><li>Nescafe Original had always been known as “the taste that gets you started” and therefore the brand wanted to associate with ‘The Mix’ Network Breakfast Shows to establish its “Getting you started “message routed deeper in the minds of the consumers </li></ul><ul><li>Why Radio? </li></ul><ul><li>Mornings are a 2 switch deal – One for the Radio and one for the kettle, therefore giving a very apt platform for the brand. Connecting with people in the morning gave greater probability of their staying with us, the station and the brand, for most part of the day. Further, messages at the key consumption times increased the brand resonance </li></ul><ul><li>Implementatio n </li></ul><ul><li>Credits every 15 minutes within the breakfast show delivered continuous communication of the “get started” message whilst promoting the consumption at a key time. Montage of the morning show coupled with “Nescafe - keeping you going” trails featured across the day. Also, “Rude Awakenings'” and “Love the mornings” promotions featured the interactions with listeners in their homes to further drive home the message. </li></ul>Results A study of listeners and recognizers revealed that they found Nescafe Original was a brand you heard quite a lot about and things going for them… Giving the brand salience a five fold jump in the subsequent brand track study “… The strategic fit between Nescafe Original and the sponsorship of ‘The Mix’ breakfast show has always been clear. What continues to impress me is how the activity has evolved and been leveraged on an ongoing basis to add real value…” Katie Graystone, Senior Media Controller, Nestle Fairfield
    36. 36. <ul><li>CLEARASIL ‘Zits-Hits’ </li></ul><ul><li>Hitting Off with the audience </li></ul><ul><li>Background </li></ul><ul><li>Even though Clearasil is one of </li></ul><ul><li>the oldest brands and there is high </li></ul><ul><li>Incidence of pimple suffering in out TG, </li></ul><ul><li>Less than 50% of sufferers ever use a </li></ul><ul><li>problem specific product. They set an </li></ul><ul><li>ambitious goal to achieve MS of 21% </li></ul><ul><li>and increase trials among TG </li></ul><ul><li>Why Radio? </li></ul><ul><li>Radio connects with teen’s skincare concerns when used in a fresh, innovative and lighthearted manner. Provide a media presence in a relevant and affordable medium, at a time when teens were conscious of their appearance in the Back to School period. Its also an acknowledgement that Teens media habits extend way beyond the traditional use of TV </li></ul><ul><li>Implementation </li></ul><ul><li>A promotional campaign, keeping in mind the teen’s love for music, was executed which included an online element and included the brand proposition of humor, honesty and relevance. Understanding of TG media usage was used to schedule spots during breakfast, drive and evening day parts. After a lot of thought, Clearasil’s Zit Hits promotion – “Win a brand at your School” was born. </li></ul>Results The completion of the campaign saw a jump of market Share from 18.6% in January 2002 to 21.6% in March of the same year!! Clearasil’s National unit sales increased by a whooping 15%
    37. 39. Thank You!