Radio Promotions

Radio offers reach, frequency, impact and economical advertising solution for advertisers. Radio
advertising rates are low on cost-per-thousand basis than other media. Radio can extend the reach of
our campaign, and enhance or reinforce our message. Radio speaks to its audience in a highly personal
manner.
There has been a huge boom in the radio reach in recent times, and many stations have established
themselves as a part of the lives of millions of people in Bangladesh. Radio listenership peaks in the
morning, afternoon and late night time slots, while Television viewership reaches its peak during the
night slot. One research reveals that almost 70% of younger audiences listen to radio every day. Young
school goers are a key part of our target market.
Two of the Radio stations we will be focusing in our campaign are Radio Foorti and Radio ABC.
Radio Foorti broadcasts in eight cities and their adjoining areas. Radio Foorti has separate stations in
Dhaka, Chittagong, Sylhet, Rajshahi, Khulna, Barisal, and Mymensingh & Cox's Bazaar.
ABC Radio is the first news-oriented FM radio station in Bangladesh. They air a lot of Talk shows, some
of them regarding health issues.
How we will integrate our campaign into their current strategies

In the early morning they are targeting to the elderly population with Rabindra Shangeet, Nazrul Geeti
and classical songs from about 8 am to 12 am. In the morning they are giving news in Shokaler khobor at
8.45am-9am adding the tag line-: shobar agey shorboshesh shongbad. Besides they are giving latest
news update in every hour, and traffic update through-Dhakar Chaka.



Two of our most important demographics are tuning in at this time
Elderly people who have tea regularly, many with toast, and are possibly already loyal customers of
Ispahani tea. Elder people are also in many cases health conscious and healthy being a major
competitive edge of our product; this is the perfect opportunity for our promotion.
Many office goers also tune in for traffic updates, and this is an opportune time to remind them of our
product.
Our plan is to air commercials for our product on Radio Today mainly in the morning time slot. The
other main slot will around the news slots.
Radio Today is also known for its hit music countdown/request shows. Sponsoring these shows will help
us reach out to the youth. The RJs will also mention our product at suitable opportunities.



Radio ABC focuses a lot on talk shows and regularly host health related talk shows. We will sponsor
these shows and position our product as a healthy brand. This will help educate the health conscious
listeners about the features of our product. The RJs during this slot will sporadically talk about having
Ispahani tea and toast which will be served during the program.
We will also air commercials on Radio ABC in the morning time slot, and in the news slots.
About our commercials
The commercials will be made keeping the target audience in mind. The length will be approximately 20
seconds.
The advertisements will focus on:
The superior quality of our product compared to the competitor.
First toast producer to make biscuits without manual labor.
Our product is hygienic due to being made with automated production.
Talk our herbal ingredients in our product.
Try to draw from the goodwill of Ispahani tea, through our slogan. 4

Convenience of our Mini Pack
About our sponsored talk shows
These shows will talk about health and well being.
The guests will be doctors or other health workers.
The name of the show will contain our product name, for example, Ispahani Toast Health Talk.
There will be a SMS quiz contest in the show, and we will book a 3mins time slot before the late
night news to announce the winner. Ispahani will reward them with gift vouchers. Our
commercials will also be aired then. This will help us build a relation with the many enthusiastic
radio listeners.

The costs for these campaigns are mentioned below
For a 1min commercial slot, Radio Foorti charges four thousand taka
For a 1min commercial slot, Radio ABC charges three thousand seven hundred taka
For sponsoring a thirty minute talk show, both the channels charge around 30 thousand taka.
Our airing schedule will be
Radio Foorti Radio ABC
Commercials 3mins per day 2mins per day
Sponsored shows Once weekly Once weekly