radio adverising

RADIO ADVERTISING : 

RADIO ADVERTISING PRESENTED BY: EKTA BANSAL SANDHYA MANDHYAN

WHY ADVERTISE? : 

WHY ADVERTISE? Advertising is an investment in success. Advertising attracts new customers. Advertising generates continuous business. Advertising encourages repeat business. Advertising keeps your business top-of-mind. Advertising boosts and maintains morale. Advertising gives your business a successful image. Advertising keeps you in the competitive race. Businesses that succeed are usually strong, steady advertisers.

RADIO ADVERTISING: : 

RADIO ADVERTISING: Radio advertising is an innovative way to reach thousands, and sometimes millions of listeners, and to therefore reach a broad audience. Reach individuals when they are in their homes, in their cars, while they are on the Internet, and can even reach them in a public setting .

WHY RADIO WORKS? : 

WHY RADIO WORKS? Radio is different from any other medium. It is a place 8 out of 10 people chose to visit every day, and spend over 3 hours each day with just 2 -3 radio stations. It’s a Virtual Neighborhood that lets people participate and feel as if they belong. It’s the only medium that offers the opportunity to participate and to hear a human voice any time you want, 24 hours a day, 7 days a week, where you know who lives there, what their values and interests are, that they match your own. The changing natures of our lifestyles and technology have affected the role radio plays in peoples lives, making it an even greater part of most people’s daily routine.

CONTINUED… : 

CONTINUED… Radio’s mobility allows you to establish a special relationship with consumers. Radio’s listenership is strong…time spent with other media is declining. Radio can influence new markets and new prospects. Radio is king for establishing top-of-mind-awareness. Radio’s unique formats allow you to target your best prospects. Only radio can reach on-the-go consumers. Only radio can provide powerful and profitable remote broadcasts. Only radio can cost-effectively knock through the sea of media bombardment

KINDS OF RADIO ADVERTISING: : 

KINDS OF RADIO ADVERTISING: LOCAL SPOT RADIO ADS. NETWORK RADIO ADVERTISING. NATIONAL RADIO ADVERTISING.

BUYING PROCEDURE FOR RADIO ADVERTISING: : 

BUYING PROCEDURE FOR RADIO ADVERTISING: Ad time may be purchased from networks, syndications, or local radio stations. About 80% is placed locally. Radio has five basic day parts: Morning drive time Daytime Afternoon/evening drive time Nighttime Late night

Slide 8: 

COSTING OF RADIO ADVERTISING: ADVERTISING STRATEGY AND CREATIVE DEVELOPMENT MEDIA PLANING AND MEDIA BUYING NUMBER OF STATIONS & RADIO AD FREQUENCY

RADIO CATEGORIES: : 

RADIO CATEGORIES: Radio networks Radio syndication AM versus FM Satellite radio Internet radio

Slide 10: 

RADIO DAYPARTS: Standard Radio Dayparts Morning Drive 6 a.m. – 10 a.m.; 5 a.m. – 9 a.m.; 5 a.m. – 10 a.m. Mid-Day 10 a.m. – 2 p.m. or 10 p.m.-3pm Afternoon Drive 3 – 7 p.m. or 3 – 8 p.m. Evenings 6 – 11 p.m. or 6 – Midnight Overnights 11 p.m. or Midnight – 5 a.m. or 6 a.m. Saturday 8 a.m. – Midnight Sunday 8 a.m. – Midnight

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Radio fans Station fans Music fans News fans Sports fans Talk fans THE RADIO AUDIENCE:

Slide 12: 

Average quarter hour persons Average number of station listeners in a 15-minute segment. Average quarter-hour share Percentage of total radio audience listening to a station during a specified 15-minute segment. Average quarter-hour rating Audience during a quarter-hour expressed as a percentage of the measurement area population. Cume Total number of different people who listen for at least five minutes in a 15-minute segment RADAR (Radio’s All Dimension Audience Research) Collects data 2X per year based on interviews with radio listeners MEASURING RADIO AUDIENCES:

DO PEOPLE RELATE RADIO TO THEIR PERSONAL LIVES? : 

DO PEOPLE RELATE RADIO TO THEIR PERSONAL LIVES? Compared to television ads radio ads are seen more personally connected. Radio listening is a one on one and emotion driven experience. values-based relationship with the ads they hear on radio. “so radio connects one to one”

BENEFITS: : 

BENEFITS: CHEAP. IMPACT. ENTERTAINING. COST EFFECTIVE. FREE CREATIVE HELP IS OFTEN AVAILABLE.

DEMERITS: : 

DEMERITS: SHORT LIFE SPAN. LESS CONSUMER ATTENTIVENESS. FRAGMENTED AUDIENCES. RADIO IS A BACKGROUND MEDIUM. CREATIVE LIMITATIONS. LACK OF VISUALS. SCHEDULING & BUYING DIFFICULTIES

KEY TO RADIO ADS SUCCESS: : 

KEY TO RADIO ADS SUCCESS: CATCHY JINGLE. CATCHY LOGO. GOOD CHOICES. PERSISTENCE. PINPOINT YOUR AUDIENCE. KNOW WHAT YOU’RE BUYING. LOOK FOR SPECIAL SPONSERSHIPS.

Slide 19: 

THANK YOU …WELCOME QUERRIES