INTRODUCTION

Radio advertising has been a part of radio broadcasting since the beginning of the 20th century, when radio became a recognized medium of communication. In those times, most radio stations were owned by businessmen, who used their stations to promote their own businesses.Announcements that were aired to raise public awareness about business activities or products were essentially considered commercials, but these were not paid commercials. Radio is one of the earliest types of media channels.Radio is older than television yet it still is a preferred choice of communication for advertisers. Although other forms of media channels have emerged in recent years particularly the Internet, radio will continue to be an effective media channel in conveying messages to target audiences. Naturally buying radio advertising space will remain a priority for companies trying to advertise their products and services. Radio remains effective in conveying messages to the desired market. Since more and more people are always on the go, radios portability allows it to be a preferred media channel. Unlike television, anyone can carry a portable radio around. Thus the audience share of radio remains pretty high despite the emergence of newer media channels such as the Internet. This explains why the radio industry has kept itself afloat for many years. This also explains why it is still effective for advertisers to buy radio advertising space for their promotional campaigns. Todays hectic lifestyle also is a factor why radio has remained relevant to a great number of people. Since people are always on the go, the best way of keeping themselves entertained and informed is by keeping themselves glued to their favorite radio stations. Those who go drive would usually keep themselves entertained and informed by listening to their favorite radio programs, especially during traffic hours. Most advertisers realize the high number of listeners during traffic hours, thus radio advertising space is at its highest during the primetime hours such as in the morning and early evening. Radio advertising space can come in various spots- from 15 to 30 to 60 second advertising spots. The great thing about radio advertising space is that they are very affordable compared to television spots and print advertising. Advertisers can have thrice as many radio spots when they spend on radio advertising space instead of placing an advertisement on print media. The cost of airing a radio commercial is also a lot more cheaper compared to airing a TVcommercial. Radio advertisements can also be tailor made to reach out to a specific audience. Since radio stations often have a specific program to cater to a specific audience such as Top 40 hits show for contemporary music lovers or retro music program for the elder listeners, advertisers can select the appropriate program where they can advertise. While advertising on radio is a lot cheaper compared to advertising in other media channels, it is still important for an advertiser to carefully choose the programs where the company will advertise. Thus radio continues to be an important tool for communication and entertainment.Companies can realize effective promotional campaigns by buying radio advertising space.

Advantages Radio is a universal medium enjoyed by people at one time or another during the day, at home, at work, and even in the car. The vast array of radio program formats offers to efficiently target your advertising dollars to narrowly defined segments of consumers most likely to respond to your offer. Gives your business personality through the creation of campaigns using sounds and voices Free creative help is often available Rates can generally be negotiated During the past ten years, radio rates have seen less inflation than those for other media

Disadvantages Because radio listeners are spread over many stations, you may have to advertise simultaneously on several stations to reach your target audience Listeners cannot go back to your ads to go over important points Ads are an interruption in the entertainment. Because of this, a radio ad may require multiple exposure to break through the listener's "tune-out" factor and ensure message retention Radio is a background medium. Most listeners are doing something else while listening, which means that your ad has to work hard to get their attention

RADIO AD CAMPAIGNS Radio advertising campaigns refer to the use of radio media to advertise products and services. Radio advertising has been one of the most effective ways to promote products and services, because the use of speech tends to be more precise in passing a message, in comparison to other forms of advertising that utilize print media. In radio advertising, radio agencies or stations receive advertisements from their clients before bilaterally deciding on the structure and modalities of the advertisements, including the financial rates. They will also decide on the radio commercial scripts that will be appropriate for the advertisements, so the ads will be more appealing to the intended audiences. The advertising agency then delegates the advertising job to a voice actor and a producer for the final production of the advertisement. To capture the listeners' attention, the advertisements may incorporate the use of music, funny voices, character voices, or even celebrity voices. THE IMPACT OF RADIO The application of radio advertising campaigns depend entirely on the type of radio media used. In this era of technological advancement, access to radio stations has become much easier. Commercial radio stations can be accessed over the Internet, as well as on mobile phones, iPods, FM receivers, and traditional radio players. This improved accessibility results in a wider scope of target audience and more extensive coverage. With the use of radio ads, an advertiser can reach a large number of people, with

unbelievable ease. It has been proven that radio advertising is an effective way to create awareness on products and services and increase sales conversion rates. DURATION OF ADS Most of the commercials aired on radio last for a duration of 15 seconds to 60 seconds. The advertiser has to make sure the intended message will be comfortably conveyed within the chosen time period. The message has to be able to grab the attention of the listener, who is usually doing something else while the radio is playing. The message has to be concise and easy to remember. 15 Seconds A 15-second radio commercial only allows the advertiser to provide very basic information about the business, such as the name of the business, its products or services, and contact details. This type of commercial is effective if the audience is already aware of the existence of the business, and they have probably even tried its products or services. 30 Seconds If the advertiser wants to include some sales flair in the commercial, the 30-second commercial is a good option. With 30 seconds, commercial scripts can be written in a more creative manner. They can be presented as monologues or conversations, and can include more details about the businesses they are promoting, such as: experience, the benefits of its products, and unique selling points. 60 Seconds Most of the traditional radio ads are 60 second long, and offer enough time to do a complete sales pitch. This type of commercial is the preferred method for promoting a new product or service. The advertiser can make the commercial more compelling by introducing an engaging headline, identifying a problem, providing a solution, and offering dramatic assurance. RADIO AD STYLES Radio commercial "sell" refers to the kind of approach that the advertiser uses to promote a product or service to the audience. The effectiveness of each type of radio commercial "sell" depends on the kind of product or service being advertised and the personality of the target audience. The two basic "sells" for radio advertising are the hard sell and the soft sell. The Hard Sell The hard sell method is used to make a radio commercial more appealing to the listeners' emotions. It is an effective way to reach out to younger people or those who are emotionally affected by certain problems. Most people can be easily swayed by emotions, and they will become more interested in a product if the commercial appeals to their emotional needs. The voice talent is particularly important in the presentation of a hard sell commercial. The Soft Sell

If the target audience is made up of educated or older people, the soft sell method is a better option. This method is more subtle and refined, and it appeals to the mind and imagination of the listeners. Soft sell commercials are usually more informative and entertaining. WORKING WITH A PROFESSIONAL By working with a professional voice talent you gain several advantages. First, many voice talent have produced hundreds of radio commercials and know what works, what doesn't and as a result, they can improve your advertising campaign as well as save you thousands of dollars. Furthermore, professionals have the artistic ability to bring your script to life by interpreting your ad copy, emphasizing certain words and adding subtle touches such as humor, sarcasm and other performance characteristics you may like in the recording. Finally, voice talent work from fully-equipped recording studios so you can be sure that you'll be airing a broadcast-quality audio production. Recording studio equipment costs a minimum of $25,000 and well into the millions of dollars for high-end gear. Your radio commercial can have the big, professional sound at a fraction of the cost. EFFICIENCY ANALYSIS OF VARIOUS MEDIA WITH SPECIAL EMPHASIS ON RADIO OBJECTIVE : MARKETING ISSUE: Increase the sale Brand awareness Change consumer perception about the brand

MEDIA PLANNING ISSUE: Which media is more effective in communicating Use of different day part strategies Effectiveness of different spot length

RESEARCH METHODOLOGY: Analysis of three recent campaigns with focus on 1) Content 2) Scheduling 3) Connect EXPERIMENTATION USED:

To conduct the study the informal experimental design of Before-and-after without control design.is used In this type of research design single test group or area is selected and the dependent variable is measured before the introduction of the treatment. The treatment is then introduced and the dependent variable is measured again after the treatment has been introduced. The effect of the treatment would be equal to the level of the phenomenon after the treatment minus the level of the phenomenon before the treatment. The design can be represented thus:

TEST AREA: LEVEL OF PHENOMENON BEFORE TREATMENT(x)

TREATMENT INTRODUCED

LEVEL OF PHENOMENON AFTER TREATMENT(y)

TREATMENT EFFECT=(Y)- (X)

In the study the test area i have selected is lucknow city before the launch of campaign a survey was done to know how many people like radio adds ,which is there prefferd time of listening radio ,which their favourite station ,which is their favourite show.analysis was done based on the survey and accordingly the campaign was launched . Post campaign survey was done to measure the effect of campaign.was the campaign able to reach peole, was it appealing to them etc all these factors was measured through telephonic survey

QUESTIONIEAR and INTERPRETATION

1). You are a) male b) female 2). Age group a) 15-30 b) 30-45 c) 45-60 d) 60 and above 3) At what time you generally listen a) morning b) noon c) afternoon d) evening e) night 4) Do you remember any ad of reliance

5) what was the product 6) what was the story line 8) which type of advertisement you like most a) TV commercials b) Print ads c) Internet d) Radio e) Billboards 9) You chose service provider based upon a) Advertisement b) Family & friends c) Any particular service/scheme d) Connectivity e) any other please specify