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Media Planning & Strategy
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ST. Francis Institute of Management and Research
Project Report on:
Media Planning and Strategy
(Radio)
Post-Graduation Diploma in Management
Submitted By:
Harshvardhan Singh
Ninad Sankhe
Akshay Kuvar
Under the guidance of
Dr. G Ramesh
Batch
2016-2018
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Acknowledgement
We would like to express our special thanks of gratitude to our guide
Dr.G.Ramesh who gave us the golden opportunity to do this wonderful
project on the topic Media Planning and Strategy(Radio), which also helped
us in doing a lot of Research and we came to know about so many new
things and we are really thankful to you.
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INTRODUCTION
Radio enables distant communication. If we talk about radio broadcast, it
simply refers to an audio form of communication, and using radio waves,
an electromagnetic radiation to broadcast from a transmitter to a receiving
antenna. In order to transmit the same kind of programming, stations are
connected to all the radio networks. Today we have many radio stations all
over the world broadcasting by the means of transmission. As mentioned
radio stations are usually connected to radio networks for transmitting the
same kind of programming either in syndication or simulcast or both. It has
been revealed that audio broadcasting can also be done through cable FM,
local wire networks, satellite and internet. Radio broadcast introduction
further shows that the broadcasting process is not complicated at all since
the essential equipment’s are easily available today. As we know there are
different types of radio stations but the best known kind of radio stations
are the ones that broadcast through radio waves. These generally consists
of AM and FM stations.
Though internet distributed radio has now eclipsed the radio broadcasting
yet there are also radio stations that generally broadcast on shortwave
bandwidth with the use of AM technology reaching good distances. As a
matter of fact, bad weather conditions can usually affect radio
broadcasting. Apart from the normal FM radio and internet radio, there is
also satellite radio. Satellite radio which is also called subscription radio,
broadcasts by a communication satellite, covers a much wider geographical
range than territorial radio signals. However, the world of digital radio
broadcasting is not static.
Different Tiers of Radio:
BBC British Broadcast Corporation: Public Service, funded by a
license fee and run by a national
Commercial: Commercial station financed by national and local spot
Advertisement or sponsorship, and run by a public company.
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Often a Generic formula and simulated to many stations.
Community: Local broadcast, run via volunteers with a short
broadcast area, funded by government grants and sponsors.
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OVERVIEW OF BACKGROUND HISTORY
Henirich Hertz this German physicist, was the first to prove that you could
transmit and receive electric waves wirelessly. today it is recognized as the
fundamental building block of radio and every frequency measurement is
named after him (the Hertz) Before the 19th century, wireless radio
communication was a thing of fantasy. Even after the development of the
radio in the late 1800s, it took many years before radios went mainstream
and became a household fixture. The history of the radio is a fascinating
one that changed how the world connected and communicated from
distances both far and near.
The question of who invented the radio comes with a certain amount of
controversy. In 1893 the inventor Nikola Tesla demonstrated a wireless
radio in St. Louis, Missouri. Despite this demonstration, it was Guglielmo
Marconi who is often credited as the father and inventor of the radio. One
of these reasons was that he was given the very first wireless telegraphy
patent in England in the year 1896. A year later, however, Tesla filed for
patents for his basic radio in the U.S., and they were granted in 1900. On
December 12, 1901, Marconi's place in history was forever sealed when he
became the first person to transmit signals across the Atlantic Ocean.
Most of us, think of Guglielmo Marconi as the father of radio, and Tesla is
unknown for his work in radio. Marconi claimed all the first patents forradio,
something originally developed by Tesla. Nikola Tesla tried to prove that he
was the creator of radio but it wasn't until 1943, where Marconi's patents
were deemed invalid; however, people still have no idea about Tesla's work
with radio.
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TREND ANALYSIS
As per the Pitch Madison Advertising Outlook 2017, Radio forms 3.6 per
cent of the total advertising pie in India, with ad spends on the medium
clocking up Rs 1,545 crore. However, in terms of growth rate, radio showed
the best growth rate (13.2 per cent) after digital (42.9 per cent).
For 2017, the report forecasts a growth of 15 per cent to take radio ad
spends close to Rs 2,000 crore. We spoke to heads of radio stations to
understand what is driving this growth. One of the major reasons that came
out was the expansion of private FM due to Phase III, which is set to turn
radio into a truly pan-India medium. Today, radio has become an integral
part of all media plans. The top growth factors according to us are Phase
III implementations, which are starting broadcast now, government
spending on radio, which has increased, and increased advertising by e-
commerce, especially digital wallets,”
According to Prashant Panday, MD & CEO of Radio Mirchi, one of the major
reasons for growth are the new stations coming up under Phase III. He
also stated that the generally poor economic conditions (despite claims of
7 per cent+ GDP growth) was a reason as this resulted in advertisers
spending more on promotions than brand building, helping radio growth.
“Other reasons include fast growth in population that is out of home (car
population rising, more traffic on roads, no entertainment on public
transport, etc) leading to a captive audience for radio and radio being the
best way to reach rich audiences (car listenership, long hours) and those
actually interested in shopping (last medium consumed before entering a
shop). There are other reasons as well. However, the radio industry has
managed growth by increasing advertising inventory, not by increasing
prices. That will now reverse in the years ahead,” he opined. Reports
suggest that the size of the Indian radio industry is expected to reach
$658.2 million by the year 2019.
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The Growth in 2015 has been built around increased ad revenue from
politics, entertainment, Real Estate & E-Commerce.
The shift to Radio is as it is cost effective advertising vehicle as compared
to TV.
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2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
INRBILLIONS
RADIO
15.3%
16.9%
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INTRODUCTION OF MEDIA PLAN
Media refers to different channels used by the industry to communicate the
information in the everyday world. Media includes processes like selection
of media, development of content, buying and placement of advertising.
Advertising has played very important part in the growth of media. Today,
every medium, be radio has a very important responsibility of selling
advertising space and time as this is the most important activity of the
media. The selection of the right medium/ media to advertise has become
very important task for advertiser with the existing. Another important
point is to find out reach of the selected media, whether selected medium
is cost efficient, what is the right time to advertise in the selected medium
and what geographic area should be covered by the medium are some of
the very important media decisions issues which a media planner has to
consider while making a media plan.
The primary objective of the media plan is to develop a framework that will
deliver the message to the target audience in the most efficient, cost-
effective manner possible—that will communicate what the product, brand,
and/or service can do. The media plan is the guide for media selection. It
requires development of specific media objectives and specific media
strategies (plans of action) designed to attain these objectives. The goal of
the media plan is to find that combination of media that enables the
marketer to communicate the message in the most effective manner to the
largest number of potential customers at the lowest cost.
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RADIO MEDIA PLAN
Campaign for Horlicks
Horlicks Vision for Campaign: Horlicks stands by the mother’s belief
system of providing nutrition for her growing child.
Horlicks is a daily dose of nutrition that a child cannot complete his day
without.
Horlicks is the cup of health – The Holy Grail of Nutrition
Target Audience: The campaign aims to target young mother who
understand the needs of their children. Kids today lead a stressful life,
compelled to achieve academic excellence and to be good in various extra-
circular activities.
Who are
we?
Why are
we here?
Where do
we want
to go?
How will
we get
there
Are we
getting
there?
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Mothers are extremely concerned about nutrition requirement of child. So
to concentrate on the concern and to promote the products benefit the
target is selected.
Campaign Idea: “Mother’s voice Horlicks is the choice”
The campaign aims to bring the mother and the child together to share a
Horlicks moment.
- A time in a day where they both have a steaming hot cup of Horlicks,
sharing the day’s happenings with each other.
Advertisement Specifications
- Title: “Mother’s voice Horlicks is the choice”
- Duration: 30 Seconds
Radio Spots (Time): Morning - 9am, 11am
Afternoon - 1pm, 4pm
Evening - 10pm
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BUDGET ALLOCATION
MEDIUM COSTS BUDGET (IN CR.)
Production Cost 2
Advertising (TV) Genre:
Hindi/Marathi/GEC
Hindi/English Movies,
Kids
4.53
PR & Events Retainer 0.03
Digital YouTube Advertising +
Social media
0.06
Radio Radio Spots 0.15
Total 6.77
Radio Plan
Channel City No of
Slots Per
Day
Costs per
slot (In Rs.)
Total Costs
(In Rs.)
Radio City Delhi 5 1100 2,20,000
Mumbai 5 1100 2,20,000
Bangalore 4 900 1,44,000
Chennai 3 800 96,000
Radio Mirchi Delhi 5 1100 2,20,000
Mumbai 5 1100 2,20,000
Bangalore 5 1000 2,20,000
Chennai 3 900 1,08,000
Kolkata 3 800 96,000
Total 15,24,000
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MEDIA SCHEDULING
October/November/December
Media Week 1 Week 2 Week 3 Week 4
RADIO Radio Spot on “Mother’s voice Horlicks is the choice”
REACH
The two channels Radio City and Radio Mirchi holds potential of covering
an audience of approximately 4 lakhs listener’s within a period of 3 months
mostly comprising of adults (15+). Facts based on details provided by Radio
channels.
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CONCLUSION
By this project on radio we came to know any campaign that needs to be
reach out to the people requires a lot of planning and research towards
having an effective reach.
So by this if we consider radio a simple advt of 30 sec involves many
aspects right from production to selection of channel.
The learnings of this project are how Radio media operates and what are
specification related to it in terms of frequency, reach, production etc.
We also came to know as media planner how to understand the
requirements and objectives of a client needs to be achieved through Radio
as a media.
