Radio Advertising

1. Advertising
By:-Sudhanshu Shrivastav

2. Road Map
 Advertising
 Types of advertising
 Popular medium of advertising
 Radio advertisement
 History of radio advertising…
 Red FM
 Celebrity rain@RedFM
 Targetability
 Whom to target?

3. What is Advertising?
Advertising is a part of promotion and can be defined as :-
 A paid form of non personal communication from
an identified sponsor using mass media to
persuade or influence audience with a unique
message.
 It is a form of communication that typically
attempts to persuade to potential customer to
purchase or to consume more of particular
brands and service.

4. Types of advertising
 Image advertising:- Where the advertiser
wants to convey the feel of the medium?
business-what they are about
or what they believe in.
 Institutional advertising:- Relays the
services but does not directly contain a call to action.
 Sale advertising (or product) is a call to action based on
product prices or discounts.
 Internet Advertising:- It is an
online advertising that consists of
small ads, banner ads, text ads,
video ads, pay-per-click advertising.

5. Contd…
 Out-of-Home Advertising (OOH):-
Can include digital signage,
billboards, kiosks, trade shows,
and out-of-home advertising.
 Print Advertising includes newspapers,
magazines, fliers, brochures etc. Placing
advertisements in magazines and news
papers is an age old method of advertising.

6. Different types of advertising media?
 1) Television
 2) Radio
 3) Newspapers
 4) Billboards (OOH)
 5) Internet Peace

7. Importance of advertising
 Creating awareness
 Increase sales
 Brand identity
 Communicate a change
(Star news to ABP News,
UTI bank to Axis bank)
 Increase the company value.

8. Radio advertisement
 Commercial radio stations
make most of their revenue
selling “airtime” to advertisers.
Of total media expenditures,
radio accounts for 7%.
 Radio advertisements or
“spots” are available when
a business or service provides
valuable consideration,
usually cash, in exchange for the
station airing their spot or mentioning them on air.

9. History of radio advertising…
 The first radio broadcasts aired in the early 1900s.
 However, it wasn’t until 1919
that radio stations began to
broadcast continuously,
similar to what we know today.
 In February 1922, AT&T
announced they would begin
selling “toll broadcasting” to
advertisers, in which businesses would underwrite
or finance a broadcast, in exchange for
being mentioned on the radio.

11. Red FM
 Red FM owned by Sun TV Network
 India's largest television network
 32 TV channels
 45 FM Radio Stations
 2 Daily Newspapers
 4 Magazines in several
Indian languages.

12. Contd…
 Red FM owned by Kalanidhi Maran with a 48.9%
stake.
 Punch line of Red FM is 'Bajaate Raho' (Keep
Playing).
 The most widely broadcast shows include
"Morning No.1", "Dilse", "Mumbai Local", "One
Two ka Four", "Mera Wala Gana", "Superhits
Music Show", "RDX", "Indore Beats" and
"Nomoshkar Kolkata”.

13. Celebrity rain@RedFM

14. Red FM Competitors in Delhi

15. Targetability
“Everything can be advertised”
 The fundamental advertising axiom of reaching
the:-
Right people at the
Right time with the
Right message at the
Right cost is more possible with radio than
with TV or print.
.

16. STP Strategy
Segmentation
 College segment
 Household segment
 Middleclass segment
 Labor segment
 Cab driver segment
 Commuters segment
 Crickets lover segment
 Local shop owner segment

17. Contd…
Targeting
 Youngster
 Labor class
 Housewives
 Drivers(Auto,Bus,Taxi)
 Self driven car owners
 Commuters(Metro,Bus)

18. Contd…
Positioning
 Labor by Billboard
 Housewives by advertising in shopping mall, TV
ads and magazines like (Griha sobha,Cooking
books)
 Youngster by College magazine
 Drivers by using ads in their vehicle
 Self driven car owner by Billboard
 Commuters by Newspaper,magazines,

19. Whom to target?
 Real Estate
 Small medium enterprises (Vijay Sales, Small
hotels)
 TV serials
 Newspaper
 Mobile segment (Micromax,Lava,karbon,)
 Automobile (Maruti Udyog, Mahindra)
 BPO based company
 Education sector (CAT,CA,IAS & MEDICAL
based institute)

20. Contd…
 Political party
 Travel and tourism
 Electronic segment
 Social network (Govt. of India campaign like
Polio , Sarva shikhsha abhiyan , )
 Social network From the Global aspect
(UNICEF, WHO , UNESCO)
 Hospitals like (Fortis,Scott,Apollo)