radio advertising history, jingles,production cost,dayparts, characteristics,advantages and disadvantages, intervention of FM broadcasting, taget audience, potentiality of radio, spots

1. J B ANNA ASHEERVADHAM
PR12VC008

2.  First wave -1887
 Recognisation of commercial by Indra Gandhi-1965
 Vivdh Bharathi first ad -1967
 155 stations
 Usage of ‘SW’ transmitters
 1921- Times of India has a tie-up with P&T department to
broadcast a special programme
 Radio Club, Mumbai – 1923
 1954- Radio was luxury & it had 6 broadcasting stations
 AIR was shadowed by a RADIO CEYLON
 DD replaced radio & there is a drastic change

3. Advantages
 It covers local area.
 Spreading all economic and social strategy by reaching all
the masses.
 Its offering a scope for getting continued messages.
 The message will be broadcasted repeatedly that the
message is reached to the target audience.
 This reaches the uneducated village folk who can’t read
print publications.
Disadvantages
 Some elements of communication are affected because it is
audio only.
 Some operational limitations are to be followed.
 There is limitation of time.
 Against 300 stations only 28 provide space for
advertisement.

4.  It is most interactive medium with immense
flexibility, adaptability, suitability for a modern
active life.
 We can do many things while listening which also
has impact on the audience.
 It is more effective for campaigning, if tv expenditure
is move to radio as it is city- centric.
 Even if they are on roads also they can here and go
without any intervention, & its less costly compared
to others.
 It reaches the consumer at the right time & involves
the customers.

5.  Posibilities of distortion.
 Scriptwriting is a very challenging task.
 It has no durability.
 Misunderstanding.

6.  Aug 15, 1993 by Reginald Aubrey Ferguson.
 First broadcast from massachusetts-1906.
 Frequency band - 42 to 50MHZ.
 1945 – 88 to 106MHZ across the globe, but technically
it falls into VHF of 30 to 300 MHZ
 1977- Chennai.
 The radio wave is a carrier wave produced
electrically with a loop size & spacing uniformly.
 Sound wave are the waves from the mike with
varying form.
 These are altered or modulated by two methods AM
&FM.

7.  Rs 10000 crore – 5 year
 24 cities & towns – Rs 63 crore revenue
 Rs 3000 – per hour
 If 100 more frequencies can make Rs 2520 crore
 64 stations already exist
 22 stations newly proposed
 Radio has grown by 30 percent in 2004

8.  Audimeter
 There measurement companies
 Kantar media network – 40 countries
 95% of people still listen
 RADIO LISTENERSHIP
15 years 12.9 -
Acess to FM 7.9 61 percent
Weekly
listenership
5.8 74 percent of FM

9.  Morning Drive – 6 to 10 am
 Midday – 10 to 3 pm
 Afternoon Drive - 3 to 7 pm
 Evenings – 7 to 12 midnight
 Saturday & Sundays are less structured
depending on your business -7 to 6 pm or 10
am to 4 pm

10.  Run of station (ROS)
 Target placed or Flights
Spots
It is the particular time limit for the advertisement
in which you should give the information
about the product, usage of the product,
benefits out of using the product, offers you
offer for the product,

11.  A jingle is a short tune used in advertising and for
other commercial uses. The jingle contains one or
more hooks and meaning that explicitly promote the
product being advertised, usually through the use of
one or more advertising slogans. Ad buyers use jingles
in radio and television commercials; they can also be
used in non-advertising contexts to establish or
maintain a brand image. Jingles are a form of sound
branding.

12.  The total no of household opportunity at least once.
It should not be confused.
 RAJAR defines weekly reach of a radio stations as
the number of people who tune into a radio station
for atleast 5 min
 Reach &frequency are two most important statistics
used in advertising management
 Reach is multiplied by a average frequency a
composite measure GRPs
 It can be indirectly calculated as
reach=GRPs/average frequency

13.  Saveinternetradio.org
 Internetradioindex.com
 Bbc.co.uk/radio
 Shoutcast.com
 Internetradioplaza.com
 Tvradioworld.com
 Bharatguru.com
 Cs.wisc.edu/~harit/realaudiohtm